# Street Style-Esque Campaigns The Coach 'Summer in the City' Lookbook is Shot by Scott Schuman By Michael Hemsworth | Published 2013-06-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/coach-summer-in-the-city-lookbook References: [nitrolicious](http://www.nitrolicious.com/blog/2013/06/20/coach-summer-in-the-city-lookbook-by-the-sartorialist/) & [coach](http://coach.com) Looking to spice up it's [summer campaign](https://www.trendhunter.com/trends/fendis-summer-2025-campaign) and inject a little bit of underground fashion culture, the Coach 'Summer in the City' Lookbook is shot and styled to appear rather candid in nature. Shot by infamous street style photographer Scott Schuman AKA The Sartorialist, the Coach 'Summer in the City' Lookbook features obscure angles and unexpected portraits that are capture across the spectrum of a summer in New York City. Feeling natural, but in actuality quite manufactured, the Coach 'Summer in the City' Lookbook takes a nod from street style made famous by bloggers around the world and expands it into the macro landscape of [mainstream fashion](https://www.trendhunter.com/trends/asos-inspired-by). While some might dismiss the Coach 'Summer in the City' Lookbook as an example of fad fashion photography, the final product is indeed beautiful and helps push back against harshly structured fashion campaigns. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 77% | Activity: 60% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## 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 - **Underground Fashion Culture:** Exploring underground fashion culture in mainstream campaigns creates a disruptive opportunity to reach a wider audience. - **Candid Style Photography:** Using candid street style photography in lookbooks and campaigns adds an authentic and relatable element to the fashion industry. - **Pushing Boundaries in Fashion Campaigns:** Breaking away from traditional structured fashion campaigns allows for innovative and creative approaches to showcasing collections. ### Who This Affects Most - **Fashion:** The fashion industry can embrace street-style aesthetics to create more inclusive and relatable campaigns. - **Photography:** The photography industry can explore candid and unconventional styles to capture fashion campaigns from a fresh perspective. - **Marketing and Advertising:** Adopting a more authentic and non-traditional approach to fashion campaigns can help marketers and advertisers connect with consumers on a deeper level. ## Related on Trend Hunter - [Empowering Fashion Campaigns](https://www.trendhunter.com/trends/on-your-own-time.md) - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Retail Overconsumption Campaigns](https://www.trendhunter.com/trends/coachtopia-1.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.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)