# Awkward High Fashion Campaigns This Balenciaga Fashion Campaign Features 'Awkward Family Photos' By Mishal Omar | Published 2018-02-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/balenciaga-fashion-campaign References: [harpersbazaar](http://www.harpersbazaar.com/uk/fashion/fashion-news/a14431976/balenciaga-awkward-family-photos-ss18/) Awkward family photos have long been going viral on the Internet, to the point where an entire website was created to document the various uncomfortable poses and styles of family photos of days past. The recent spring/summer [Balenciaga fashion campaign](https://www.trendhunter.com/trends/balenciaga-by-demna) for the brand's men's collection imitates the same uncomfortable poses and creative fashion choices that can be found in awkward family photos. The campaign features several different photos of models acting as families and couples that are dressed in a variety of [colorful clothes](https://www.trendhunter.com/trends/gapstudios-fw25), against cheesy backdrops and with random props. The images are reminiscent of the styles, both design and fashion-wise, of the 80s and 90s. The campaign offers a series of distinct, shareable images that make the high fashion brand much more relatable to the average consumer. Image Credit: Robbie Augspurger ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 49% | Activity: 39% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, 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 ### Why This Trend Is Growing - **Awkward Family Photos-inspired Fashion:** Opportunity to create fashion campaigns that embrace unconventional and relatable themes, appealing to a wider audience. - **Nostalgic 80s and 90s Fashion Revival:** Opportunity for brands to tap into the nostalgia trend and create collections that pay homage to iconic styles from the past. - **Shareable High Fashion Imagery:** Opportunity to create visually striking and engaging fashion campaigns that have the potential to go viral on social media. ### Industries Being Reshaped - **Fashion:** Fashion brands can incorporate unconventional themes and nostalgic elements into their collections to attract a broader consumer base. - **Advertising:** Opportunity for advertising agencies to develop innovative and visually captivating campaigns that break the norm and resonate with consumers. - **Photography:** Photographers specializing in fashion campaigns can explore the use of unconventional poses, backdrops, and props to bring a fresh and relatable perspective to their work. ## Related on Trend Hunter - [Collective Brand Identity-Promoting Campaigns](https://www.trendhunter.com/trends/la-famiglia-campaign.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Football Series Capsules](https://www.trendhunter.com/trends/football-series.md) - [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md) - [Family-Centric Footwear Campaigns](https://www.trendhunter.com/trends/joyful-chaos-family.md) - [Archetypal Fashion Debuts](https://www.trendhunter.com/trends/la-famiglia-collection.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Adorable Holiday Campaigns](https://www.trendhunter.com/trends/burberrys-holiday-campaign.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md)