# Reserved Retro Shoots The Advan Mathew 'Conservative Lady' Series is Restrained By Josh Triantafilou | Published 2012-05-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/conservative-lady References: [designscene.net](http://www.designscene.net/2012/05/icreate-advan-matthew.html) & [advanmatthew](http://www.advanmatthew.com/) Fashion and beauty photographer Advan Mathew recently shot a series of photographs titled, 'Conservative Lady,' for iCreate magazine that does much to live up to its name. The shoot depicts model Yulia (Damn-Inc) in [semi-formal, reserved outfits](https://www.trendhunter.com/trends/after-hours-collection) courtesy of stylist Kaymory Kiky, wearing similarly [restrained makeup and hairstyles](https://www.trendhunter.com/trends/il-pranzo-campaign) from Olivia Worotitjan. Whether Yulia is in an office or ascending down a staircase, she maintains the same taciturn, almost pouty expression. One gets the sense that she is indeed a conservative lady. Whereas many [fashion shoots aim for eccentricity](https://www.trendhunter.com/trends/songs-of-siren), this shoot is set apart by its decidedly toned-down character. Even beyond the outfits the model wears, the photographs are reserved in character. Much of this comes from the set design -- offices, studies and the like -- yet a lot of it can be owed to the colors, which are dark and opaque. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 45% | Activity: 52% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - 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 ### Key Themes Behind This Trend - **Reserved Fashion Shoots:** Opportunity for fashion photographers to explore minimalistic and subdued aesthetics in their shoots. - **Toned-down Beauty:** Potential for beauty brands to cater to consumers seeking natural and subdued makeup and hairstyles. - **Minimalist Set Design:** Emerging trend of using minimalist and restrained set designs in fashion photography and advertising campaigns. ### Where This Applies - **Fashion Photography:** Opportunity for fashion photographers to adapt their style and cater to clients seeking more reserved and conservative fashion shoots. - **Beauty Brands:** Potential for beauty brands to develop and market products that align with the trend of toned-down and natural beauty looks. - **Set Design:** Growing demand for minimalist and subdued set designs in the fashion and advertising industries, offering opportunities for set designers to showcase their skills. ## Related on Trend Hunter - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Identity-Exploring Clothing](https://www.trendhunter.com/trends/shapes-we-take.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Print-Forward Apparel Collections](https://www.trendhunter.com/trends/the-lilly-reserve-collection.md)