# Carefree Grunge Apparel This Cheap Monday Campaign Revives Nostalgic and Effortless Menswear By Jana Pijak | Published 2015-06-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/cheap-monday-campaign References: [fuckingyoung.es](http://fuckingyoung.es/cheap-monday-pre-spring-2016-campaign/) & [cheapmonday](http://www.cheapmonday.com/) Jake Lucas and Anna Nevala don carefree, grunge fashions in the Pre-Spring 2016 Cheap Monday campaign. The models are captured by photographer Boe Marion while reviving the nostalgic styles of the early 90s. Borrowing from the styles of grunge rockers like [Nirvana](https://www.trendhunter.com/trends/freaks-store-1), this Cheap Monday campaign highlights [distressed denim pieces](https://www.trendhunter.com/trends/90sinspired-denim-campaign) that are showcased alongside graphic tees and comfy, cotton sweaters. In addition to its [90s grunge inspiration](https://www.trendhunter.com/trends/the-october-collection), this advertorial is also a nod to the fashion industry's current, Normcore obsession. Its pieces are understated and almost thrifty in their look and are layered atop one another as if to appear carefree and unplanned. Overall, this youthful campaign sets a relaxed tone for Spring and revives the forgotten styles of past decades for today's generation. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 88% | Activity: 85% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Nostalgic Fashion:** The revival of nostalgic styles from past decades presents opportunities for brands to tap into consumer sentiments and create unique, retro-inspired apparel. - **Grunge-inspired Fashion:** The resurgence of grunge-inspired fashion allows brands to explore edgy and distressed designs, appealing to a younger, rebellious demographic. - **Normcore Fashion:** The ongoing popularity of normcore fashion presents opportunities for brands to create understated and casual apparel that appeals to consumers seeking comfort and simplicity. ### Who This Affects Most - **Fashion Retail:** Fashion retailers can capitalize on the nostalgic fashion trend by creating exclusive collections that cater to consumers seeking retro-inspired styles. - **Streetwear:** The grunge-inspired fashion trend opens up opportunities for streetwear brands to experiment with distressed denim, graphic tees, and layered apparel, targeting a fashion-forward, urban audience. - **Fast Fashion:** Fast fashion brands can leverage the normcore fashion trend to offer affordable and casual clothing options that appeal to a wide range of consumers looking for comfortable, everyday wear. ## Related on Trend Hunter - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Denim Brand Relaunch Ambassadors](https://www.trendhunter.com/trends/cheap-monday-1.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [90s Grunge-Inspired Fall Apparel](https://www.trendhunter.com/trends/the-october-collection.md) - [Young Singer-Collaborative Apparel](https://www.trendhunter.com/trends/landon-barker-and-cheap-monday.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [90s-Inspired Grunge Band Tees](https://www.trendhunter.com/trends/freaks-store-1.md) - [Practical Californian Streetwear](https://www.trendhunter.com/trends/gramicci-spring-summer-2024.md) - [Cost-Conscious Clothing Campaigns](https://www.trendhunter.com/trends/primark-never-basic-campaign.md)