With an editorial name like Be Tanned by Greg Lotus, one might expect bronzed models; but in fact, the stars of these spreads have fair complexions that are anything but square.
Sporting rigid triangular hairstyles, Alexa Yudina and Emily Wake are the eccentric spokeswomen for sun safety, sporting wacky hats and flowing robes over bikinis that mask much of the effect of ultraviolet rays.
The May 2011 Vogue Italia piece fully states "Be tanned and fit," and captures the two peculiar subjects amidst some sort of seaside sport. Bouncing a ball between them and armed with bats and rackets, the pair are quite the sight to see below the solar spotlight. Be Tanned by Greg Lotus serves up style that offers shade.
Key Themes Behind This Trend
- Sun Safety Fashion
- There is an opportunity for disruptive innovation by creating fashionable sun-protective clothing.
- Fair Skinned Modeling
- The trend of using fair-skinned models could disrupt the traditionally bronzed model standard.
- Unconventional Beach Sports
- Creating and marketing unconventional beach sports could be a disruptive trend.
Where This Applies
- Fashion
- The fashion industry could lean into the demand for fashionable sun-protective clothing.
- Beauty
- The beauty industry could develop products that cater to fair-skinned individuals looking for sun protection.
- Fitness
- The fitness industry could benefit from creating and marketing unconventional beach sports to cater to a wider audience.
