# Neon Grocery Fashion Coco Rocha Stands out Among Mortals in Liz Claiborne Ads By Katherinev123 | Published 2009-08-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/coco-rocha-liz-claiborne References: [nymag](http://nymag.com/daily/fashion/2009/08/coco_rocha_is_the_new_face_of.html) Liz Claiborne, one of the many [mass-market fashion](https://www.trendhunter.com/trends/people-will-talk) companies currently struggling to stay economically afloat, has enlisted supermodel Coco Rocha as the new face of its Fall/Winter campaign. Back in March, Liz Claiborne released a ‘normal’ people campaign -- featuring everyone from plus-sized women to grandmothers –- to appeal to the mass market. But this [real-world strategy](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman) didn’t last long. *Why? Maybe getting consumers to buy apparel from beautiful people just works better.* Model-extraordinaire Georgina Stojiljkovic was subsequently used in Claiborne’s Spring 2009 advertisements, shown prancing about on a gritty walk-way with “commoners” scattered about. The trend continues. Exhibit A: Coco Rocha is now the strategically-supplanted supermodel, her striking beauty a beacon of light in the boring world of grocery shopping. Exhibit B: at the center of a [creepy] plaid-filled neighborhood is Coco, looking fresh, gorgeous, and well, how the face of an ad campaign should look. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 10% | Activity: 35% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Fashion Reinvention:** The trend of using supermodels in mass-market fashion campaigns signifies a disruptive innovation opportunity for fashion brands to reinvent their image and attract consumers. - **Celebrity Endorsements:** The use of supermodels like Coco Rocha in advertising points to a trend of leveraging celebrity endorsements to enhance brand appeal, presenting an opportunity for businesses to collaborate with influential figures. - **Authentic Representation:** The short-lived 'normal people' campaign by Liz Claiborne highlights the trend of seeking authenticity in advertising, presenting a disruptive innovation opportunity for brands to showcase diversity and real-world consumers. ### Who This Affects Most - **Fashion:** The fashion industry can take advantage of the trend by reimagining their approach to advertising and incorporating celebrity models to increase brand visibility and appeal. - **Advertising:** The advertising industry can embrace the trend of using celebrity endorsements to create impactful campaigns that resonate with consumers, leading to increased brand recognition and sales. - **Retail:** The retail industry can tap into the trend of authentic representation by featuring diverse models and real-world consumers in their advertisements, fostering a sense of relatability and connection with customers. ## Related on Trend Hunter - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Actress-Starring Clog Campaigns](https://www.trendhunter.com/trends/mcm-x-crocs-campaign.md) - [Iconic Singer-Starring Campaigns](https://www.trendhunter.com/trends/saint-laurent-and-diana-ross.md) - [Quilted Jewelry Campaigns](https://www.trendhunter.com/trends/coco-crush.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Influencer-Starring Fashion Campaigns](https://www.trendhunter.com/trends/prettylittlething-2.md) - [Modern-Day Travel Campaigns](https://www.trendhunter.com/trends/modernday-travel.md) - [80s-Style Actress-Approved Activewear](https://www.trendhunter.com/trends/old-navy-active.md) - [Fashion Brand Christmas Ads](https://www.trendhunter.com/trends/chanel-winter-tale.md)