# Non-Model Fashion Ads Benetton Uses Everyday People for its Fall/Winter Campaign By Alexander Riley | Published 2010-08-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/benetton-real-people References: [forums.thefashionspot](http://forums.thefashionspot.com/f79/benetton-fw-10-11-josh-olins-starring-ordinary-people-104457.html) & [benettongroup](http://www.benettongroup.com/en/home.htm) In an industry saturated by synonymy, it's refreshing to see a group of [non-models chosen for a campaign](https://www.trendhunter.com/trends/og-influencers). Photographed by Josh Olins, Italy-based fashion brand [Benetton](https://www.trendhunter.com/trends/metaverse-store) has decided to use street models for their Fall/Winter 2010 advertisements. Chosen through an online search, the 20 models hail from different countries spread across the world. What is your opinion on Benetton's vibrant campaign images? **Implications** - Supermodels are great for ads, but sometimes the perfect imagery can make consumers second guess purchasing the product if they don't look stunning with it like the models do. This has shoppers wishing for a brand that [represents who they are](https://www.trendhunter.com/trends/adidas-originals-new-campaign) so that they feel less self-conscious about themselves. Campaigns like this Benetton ad will help consumers feel more comfortable approaching a brand that's friendly and accessible to all. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 80% | Activity: 35% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## 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 - **Non-model Fashion Ads:** Campaigns featuring everyday people instead of models in the fashion industry can make consumers feel more comfortable approaching and purchasing from a brand. - **Diversity in Advertising:** Using models from different countries and backgrounds in advertising campaigns can appeal to a wider range of consumers and increase brand loyalty. - **Authentic Representation:** Consumers are looking for brands that represent who they are and using non-models in advertising campaigns can create a sense of authenticity and relatability. ### Where This Applies - **Fashion:** Fashion brands can use non-models in advertising campaigns to create a more accessible and relatable brand image for consumers. - **Marketing:** Ad agencies can recommend the use of diverse and everyday models for advertising campaigns to improve brand appeal and increase consumer engagement. - **Photography:** Photographers can experiment with non-models in fashion shoots to create a more diverse and inclusive representation of beauty in media. ## Related on Trend Hunter - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [AI-Generated Swimsuit Campaigns](https://www.trendhunter.com/trends/undiz.md) - [Family-Centric Footwear Campaigns](https://www.trendhunter.com/trends/joyful-chaos-family.md) - [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md) - [Inclusive Wardrobe Staples](https://www.trendhunter.com/trends/normform.md)