# Match-Eating Lookbooks Barneys Co-Op Features Models Playing Around By Marissa Brassfield | Published 2009-09-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/barneys-co-op References: [thefashionisto](http://thefashionisto.com/blog/2009/09/fall-2009-barneys-co-op/) & [barneys](http://www.barneys.com/) It's hard to find fault in this Barneys Co-Op lookbook. The mailers, which feature the labels Barneys will stock in the coming season, feature models William Eustace, Lenz von Johnston, Jethro Cave, and Tyler Riggs horsing around and just being guys. From match-eating to impromptu horseplay, the Barneys Co-Op lookbook proves that [fashion can be fun](https://www.trendhunter.com/trends/mens-wearhouse). And with [styles from Elizabeth and James](https://www.trendhunter.com/trends/aaron-levine), Chronicles of Never, Filson, Fidelity, Richard Chai, and Rag + Bone, this Barneys Co-Op lookbook is as stylish as it is silly. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 61% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Playful Lookbooks:** Fashion brands are exploring humorous and playful approaches in their lookbooks to create engaging content and memorable experiences for customers. - **Male Models as Friends:** Fashion campaigns are featuring male models portraying everyday friendships and creating relatable narratives to connect with consumers. - **Multi-brand Messaging:** Fashion retailers are collaborating with multiple brands in their messaging to provide a diverse range of styles for customers. ### Sectors Adopting This - **Fashion Industry:** Fashion brands have an opportunity to disrupt traditional marketing methods and use playful and relatable messaging to connect with consumers. - **Advertising Industry:** Ad agencies can explore the trend of featuring male models as friends to create more authentic and relatable ad campaigns. - **Retail Industry:** Retailers can collaborate with multiple brands to offer a wider range of products and provide a more diverse shopping experience for customers. ## Related on Trend Hunter - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Collaborative Workwear Tailoring](https://www.trendhunter.com/trends/engineered-garments-x-brooks-brothers.md) - [Golden-Age Hollywood-Inspired Menswear](https://www.trendhunter.com/trends/vintage-styles.md) - [Elevated Casual Spring Collections](https://www.trendhunter.com/trends/robert-barakett-spring.md) - [Seasonal Fashion Collections](https://www.trendhunter.com/trends/siegelman-stable-1.md) - [Scrapbook-Inspired Fall Fashion](https://www.trendhunter.com/trends/creative-class-uniform.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Identity-Exploring Clothing](https://www.trendhunter.com/trends/shapes-we-take.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md)