# Garish Gravity-Defying Ads Nimue Smit Stars in the Carven Spring Summer 2012 Campaign By Rebecca Byers | Published 2012-03-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/carven-spring-summer-2012 References: [beforeyoukillusall.blogspot](http://beforeyoukillusall.blogspot.com/2012/03/ad-campaign-carven-springsummer-2012.html) & [carven.fr](http://www.carven.fr) Young Dutch model Nimue Smit stars in the [Carven Spring Summer 2012 ad campaign](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam), a zany gravity-defying and colorful set of images to promote the French brand's latest. Carven is currently run by young designer William Henry, who took over in 2009 with the goal of making the brand more ready-to-wear focused. The brand has since revitalized its image and attracted a fresh new breed of hip female fans. The Carven Spring Summer 2012 campaign starring Nimue Smit was shot by photographer Viviane Sassen and features the fresh-faced model in a series of contorted positions that challenge the perception of the audience and grab your attention due to the [bright, primary-colored hues](https://www.trendhunter.com/trends/vowels-1). Nimue Smit has starred in a number of advertising campaigns in the past and has been actively modeling since 2007. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 65% | Activity: 62% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Gravity-defying Advertising:** Explore unconventional advertising techniques that defy gravity and challenge the audience's perception, creating a memorable brand experience. - **Colorful Campaigns:** Embrace vibrant and primary-colored imagery in advertising campaigns to capture attention and create a visually stunning brand narrative. - **Revitalizing Brand Image:** Learn from Carven's success in revamping their brand image through innovative campaigns and attracting a new audience segment. ### Who This Affects Most - **Fashion:** Leverage gravity-defying advertising and vibrant imagery to disrupt the fashion industry and create unique brand experiences. - **Advertising:** Embrace unconventional techniques and use of vibrant colors to disrupt traditional advertising strategies and captivate audiences. - **Marketing:** Explore innovative ways, such as gravity-defying ads, to revitalize brand images and successfully target new consumer demographics. ## Related on Trend Hunter - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Empowering Fashion Campaigns](https://www.trendhunter.com/trends/on-your-own-time.md)