# Desert Road Fashion Shoots 'Half Light' by 'Blood is the New Black' has a Neutral Palette By Allison Love | Published 2010-08-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/blood-is-the-new-black References: [lifelounge](http://www.lifelounge.com/fashion/news/blood-is-the-new-black-releases-diffusion-line-half-light.aspx) & [halflightla](http://halflightla.com/) Fashion label 'Blood is the New Black' has just unleashed their newest collection called 'Half Light.' The collection features a lot of [neutral tones](https://www.trendhunter.com/trends/still-doesnt-matter) and [girlie dresses](https://www.trendhunter.com/trends/splendid-srping-2025), which is definitely a far cry from the the label's edgy name. The 'Half Light' collection is quite beautiful and has all the necessary pieces for a successful fashionable season. The shoot itself features [blue skies and sandy deserts](https://www.trendhunter.com/trends/sel-de-mer), accentuating the clothing's colors **Implications** - One of my favorite things about editorials like 'Half Light' by 'Blood is the New Black' is how photographers and models seem to be more natural in the open space, even when they're posing in a model-esque way. That organic appeal gives the editorial a special touch, which separates it from the rest. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 50% | Activity: 16% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Why This Trend Is Growing - **Neutral-palette Clothing:** The trend of neutral-palette clothing appeals to consumers looking for simplicity, and offers opportunities for retailers to market to this audience. - **Desert-based Fashion Shoots:** Desert-based fashion shoots embody a natural appeal that sets them apart from other editorials and offer potential for fashion photographers and models to explore new locations. - **Mixing Edgy Concepts with Soft Styles:** The combination of edgy brand names with soft clothing styles creates a unique contrast, presenting an opportunity for brands to attract a wider range of consumers. ### Industries Being Reshaped - **Fashion Retail:** Fashion retailers can capitalize on the neutral-palette trend by offering collections that cater to consumers seeking simplicity and subdued styles. - **Fashion Photography:** Fashion photographers can explore new locations for shoots, such as the desert, to create editorials with a natural and organic appeal. - **Brand Naming and Marketing:** Brands who mix contrasting concepts, such as edgy names with soft styles, offer unique marketing opportunities to attract a wider range of consumers. ## Related on Trend Hunter - [Sun-Soaked Resort Collections](https://www.trendhunter.com/trends/golden-hour-getaway-collection.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Dreamy Apparel Collections](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Luxury Earth-Toned Workwear](https://www.trendhunter.com/trends/still-doesnt-matter.md) - [Neutral Tonal Spring Streetwear](https://www.trendhunter.com/trends/carhartt-wip-6.md) - [Transitional Spring Collections](https://www.trendhunter.com/trends/splendid-srping-2025.md) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md)