# Tormented Love Ads The AY Not Dead Fall 2012 Campaign Stars a Harrowed Dree Hemingway By Meghan Young | Published 2012-03-02 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ay-not-dead-fall-2012 References: [fashiongonerogue](http://fashiongonerogue.com/dree-hemingway-ay-dead-fall-2012-sebastian-faena/) & [aynotdead.ar](http://www.aynotdead.com.ar/) The AY Not Dead Fall 2012 ad campaign should be viewed with Rihanna's 'We Found Love' track playing softly in the background. It depicts the tormented love between two people who have fallen for each other, but are not destined to be together. Dark and impassioned, the ad campaign was shot in black and white to better capture the raw emotions portrayed throughout. Shot by Buenos Aires-born, New York-based fashion photographer Sebastian Faena, the AY Not Dead Fall 2012 ad campaign beautifully captures various moments in time to tell the harrowing story of a love lost. Starring American model Dree Hemingway alongside American male model Justin Barnhill, the photo shoot showcases a slew of the Argentinean label's heavy coats and form-fitting denim in gritty graffitied back alleys. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 44% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% 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) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Tormented Love:** Opportunity for brands to explore emotional and passionate storytelling in their advertising campaigns. - **Black and White Photography:** Potential for photographers to experiment with capturing raw emotions through the use of black and white imagery. - **Graffiti Fashion:** Emerging trend in fashion industry that combines street art aesthetics with clothing designs. ### Where This Applies - **Fashion:** Fashion brands can explore innovative ways to evoke emotions and connect with their audience through powerful storytelling in their campaigns. - **Photography:** Photographers can leverage the power of black and white photography to create compelling visuals that evoke strong emotions. - **Street Art:** Opportunity for fashion brands to collaborate with street artists to create unique and edgy designs that appeal to a younger audience. ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Effortless Urban Campaigns](https://www.trendhunter.com/trends/knys-fall-2025.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Singer-Led Fashion Campaigns](https://www.trendhunter.com/trends/pour-homme-and-neighborhood.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md)