# Overexposed Fashion Ads Super-Sunny Calvin Klein Spring ‘09 Campaign By mediterranean | Published 2009-02-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/calvin-klein-spring-09-campaign References: [homotography.blogspot](http://homotography.blogspot.com/2009/02/calvinklin-spring-2009-ads-mikael.html) & [calvinkleininc](http://www.calvinkleininc.com/) The new [Calvin Klein](https://www.trendhunter.com/trends/calvin-klein-shapewear) Spring 2009 ad campaign takes the idea of outdoors to overdrive with extremely [sunny and bright photography](https://www.trendhunter.com/trends/corona-100-years). The ads were photographed by Mikael Jansson and feature models Gabriel Aubry, Doutzen Kroes, Jamie Strachan, and Cameron Russell. I like the warmth and softness of the images, I just hope the models wore enough [sunscreen to protect their skin](https://www.trendhunter.com/trends/sun-safety-installation) from cancer… **Implications** - Fashion photographers have always selected locations wisely to push the creative theme of their editorials and campaigns. This photo shoot takes place at a beachside setting, but retouchers have also intentionally overexposed each shot to emphasize sunlight and warm weather. Companies can take advantage of this opportunity by ensuring that post-production techniques enhance the emotion of photographs. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 90% | Activity: 64% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## 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 - **Overexposed Fashion Ads:** Companies can explore using overexposure techniques to enhance the emotion of their fashion ads. - **Extreme Outdoors Theme:** Fashion brands can play with the idea of extreme outdoors theme to attract attention. - **Soft, Warm Photography:** Fashion brands can opt for warm and soft photography to create a unique ambience in their ads. ### Sectors Adopting This - **Fashion:** Fashion brands can use overexposure techniques and extreme outdoors themes to create disruptive marketing opportunities. - **Photography:** Photography companies could innovate with the idea of overexposure and extreme outdoors themes. - **Advertising and Marketing:** Marketing and advertising firms can adopt the trend of overexposed fashion ads and outdoor themes to create unique campaigns with a soft, warm photography style. ## Related on Trend Hunter - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Sun-Lit Anniversary Campaigns](https://www.trendhunter.com/trends/corona-100-years.md) - [World-Class Billboard Ads](https://www.trendhunter.com/trends/corona-sun-activated-billboard.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md)