# Disheveled Couture Ads The Balenciaga Spring 2012 Campaign is in Structured Disarray By Meghan Young | Published 2012-01-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/balenciaga-spring-2012-campaign References: [fashiongonerogue](http://fashiongonerogue.com/juliane-gruner-laura-kampman-rosie-tapner-kirstin-liljegren-balenciaga-spring-2012-campaign-steven-meisel/) & [balenciaga](http://www.balenciaga.com/en_US/home) The [Balenciaga](https://www.trendhunter.com/trends/winter-2025-campaign) Spring 2012 campaign contrasts the modern structure of the brand's fashion designs with a disheveled backdrop. Even the hairdo, which was styled by Guido Paulo, is messy and the makeup by Pat McGrath is seriously smudged. The models have a [dark, grungy look](https://www.trendhunter.com/trends/asos-inspired-by) that the Balenciaga Spring 2012 appears to entirely embracing. Shot by photographer Steven Meisel, the Balenciaga Spring 2012 campaign stars Juliane Gruner, Laura Kampman, Rosie Tapner and Kirstin Liljegren. The rigid silhouettes and clean lines of the collection are masterfully styled by Marie-Amelie Sauvé. Full of dimension, this [ad campaign](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam) shows a new type of fashionista; one who has an appreciation for style as well as a relaxed and carefree lifestyle. Interestingly, the Balenciaga Spring 2012 campaign uses a cold light that makes the setting look almost sterile. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 93% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Structured Disarray:** Opportunity for disruptive innovation: Creating fashion campaigns that juxtapose structured designs with a disheveled aesthetic to create visual interest. - **Grungy Chic:** Opportunity for disruptive innovation: Developing fashion collections that embrace a dark, grungy look while maintaining a sense of style and sophistication. - **Relaxed Fashionistas:** Opportunity for disruptive innovation: Designing fashion campaigns that showcase a new type of fashionista who values both style and a relaxed lifestyle. ### Industries Being Reshaped - **Fashion Advertising:** Opportunity for disruptive innovation: Exploring unconventional and visually captivating approaches to showcasing fashion collections in advertising campaigns. - **Hair and Makeup:** Opportunity for disruptive innovation: Creating unique and unconventional hair and makeup styles that add an edgy and disheveled look to fashion campaigns. - **Fashion Design:** Opportunity for disruptive innovation: Pushing the boundaries of fashion design by combining structured silhouettes with grungy elements to create a new aesthetic. ## Related on Trend Hunter - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [High Fashion Mud Runways](https://www.trendhunter.com/trends/balenciaga-2023-runway.md)