# Posh Preoccupied Looks This Apple & Eve Campaign is Savvy and Subtle By Josh Triantafilou | Published 2012-06-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/apple-eve References: [fashionserved](http://www.fashionserved.com/gallery/Apple-Eve/3761722) [Apple](https://www.trendhunter.com/trends/lil-squatch) & Eve, an [independent womenswear brand](https://www.trendhunter.com/trends/the-journey), offers styles that incorporate class and comfort effortlessly. The fashion is original and savvy, yet understated and self-assured. It does not aim to create a 'look at me!' reaction, but instead seeks to inspire a simple glance or two. This effect is elegantly realized through the [promotional photography](https://www.trendhunter.com/trends/contemporary-femininity) featured here. Model Grace Cairns (Zone Models) wears preoccupied, occasionally pensive expressions that do well to depict a person with things to do and people to see. This effect is completed by couture from Apple & Eve as styled by Rachel Holland. The clothing is mature without being pedestrian. Holland cleverly accents rather ordinary attire with more adventurous elements to create a look that is fashion-savvy and appropriate to its settings. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 80% | Activity: 69% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What's Driving This Trend - **Class-comfort Fashion:** Opportunities for a new line of clothing that offers comfortable but elegant styles. - **Understated Elegance:** Innovation in fashion photography and styling that emphasizes subtle and sophisticated looks. - **Mature Style:** Opportunities for fashion brands to cater to mature audiences with original and fashion-savvy clothing lines. ### Who This Affects Most - **Women's Clothing:** Innovative new designs and materials for women's clothing that emphasize both comfort and elegance. - **Fashion Photography:** Opportunities to create new techniques and aesthetics that emphasize subtlety and sophistication. - **Fashion Styling:** Innovation in fashion styling for mature women that offer both practicality and adventure. ## Related on Trend Hunter - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Empowering Fashion Campaigns](https://www.trendhunter.com/trends/on-your-own-time.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Curated Workwear Capsules](https://www.trendhunter.com/trends/petal-and-pups.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md)