# Hobo Editorials F***ing Awesome's Anti-Model Photoshoot is Really Awesome By Robyn Currie | Published 2009-09-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/anti-model-photoshoot References: [hypebeast](http://hypebeast.com/2009/09/#######-awesome-2009-fallwinter-collection/) & [fuckingawesome.net](http://www.fuckingawesome.net/) Fashion line F***ing Awesome not only has a stellar name, but also a bevy of t-shirts to back up the claim their moniker makes. Having just launched their 2009 Fall/Winter line, F***ing Awesome’s anti-model photoshoot raises the bar with regards to who you choose to promote your clothes. With subjects for the anti-model photoshoot range from old men with beards who appear as though they have been around the block once or twice, to a young man who looks as though he could have a weapon concealed under his t-shirt. All of the designs on the shirts are rad, making this a ‘must-have’ fashion line. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 21% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Anti-model Fashion:** Disruptive innovation opportunity: Explore unconventional models to challenge traditional beauty standards and create a unique brand image. - **Edgy Photoshoots:** Disruptive innovation opportunity: Push boundaries with visually striking and controversial photoshoots to capture attention and differentiate from competitors. - **Rad T-shirt Designs:** Disruptive innovation opportunity: Embrace bold and unconventional graphic designs to appeal to a niche market and stand out in the crowded fashion industry. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunity: Experiment with alternative marketing strategies and unconventional models to attract a new wave of customers. - **Photography:** Disruptive innovation opportunity: Offer unique and edgy photoshoot concepts to cater to fashion brands looking to push boundaries and make a statement. - **Graphic Design:** Disruptive innovation opportunity: Collaborate with fashion brands to create unconventional and visually striking t-shirt designs that resonate with rebellious consumers. ## Related on Trend Hunter - [Inclusive Wardrobe Staples](https://www.trendhunter.com/trends/normform.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Fantastical Hyper-Utility Fashion Liness](https://www.trendhunter.com/trends/dirty-dirty-jobs.md) - [Refreshed Expressive Fashion Brands](https://www.trendhunter.com/trends/cheap-monday-relaunch.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Edgy Backpack-Centric Fashion Shows](https://www.trendhunter.com/trends/at-the-edge-of-time.md) - [Subculture-Themed Generational Fashion](https://www.trendhunter.com/trends/wildest-ones-yet.md)