# Faceless Ads Armani Exchange Causes Uproar With Headless Model in F/W '09 By mediterranean | Published 2009-07-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/armani-exchange-fw09 References: [homotography.blogspot](http://homotography.blogspot.com/2009/07/armani-exchange-fall-winter-ad-tom.html) & [armaniexchange](http://www.armaniexchange.com) The fashion blogs are abuzz about the new [Armani Exchange](https://www.trendhunter.com/trends/armani-beauty-fragrance) Fall/Winter 2009-10 [ad campaign](https://www.trendhunter.com/trends/asos-inspired-by). But that’s not only because of the eye candy images by photographer Tom Munro, which feature the chiseled bodies of male models Kerry Degman and Carlos Freire alongside the beautiful Michaela Hlavackova. Many blogs and fans are questioning the decision to have Carlos Freire headless in each and every shot he is featured in. The rock hard abs of the Brazilian beauty make quite the impression, but his face is nowhere to be seen. Scoring a major campaign like Armani Exchange is a great catalyst for any model’s career, as the ads will be heavily used in popular publications and [billboards](https://www.trendhunter.com/trends/lola-mullenlowe). But what’s the use if the model’s face cannot be seen? I say, maybe Armani Exchange wanted to be hip and try the faceless photography trend we’ve been recently reporting on in Trend Hunter. Check out our headless and faceless examples below. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 90% | Activity: 65% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - 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 Makes This Trend Stand Out - **Faceless Photography:** Explore the trend of faceless photography and how it can create intrigue and mystery in advertising. - **Controversial Ad Campaigns:** Discover the impact of controversial ad campaigns and how they can generate buzz and discussion among consumers. - **Alternative Representation:** Consider the opportunity for brands to challenge traditional beauty standards by featuring unconventional representation in their advertising. ### Sectors Adopting This - **Fashion:** Fashion industry professionals can explore the use of faceless photography to create unique and memorable ad campaigns. - **Marketing and Advertising:** Marketing and advertising professionals can leverage controversial ad campaigns to grab attention and generate discussion around their brand. - **Beauty and Cosmetics:** Beauty and cosmetics companies can embrace alternative representation in their advertising to promote inclusivity and diversity. ## Related on Trend Hunter - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [AI-Generated Swimsuit Campaigns](https://www.trendhunter.com/trends/undiz.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md)