# Contemplative Laid-Back Captures Costume Norway 'American Beauty' Stars Johanna Jonsson By Meghan Young | Published 2012-04-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/costume-norway-american-beauty References: [fashiongonerogue](http://fashiongonerogue.com/johanna-jonsson-mikael-schulz-costume-norway-april-2012/) & [costume.no](http://costume.no/) Model Johanna Jonsson contemplatively poses in front of Mikael Schulz lens in the Costume Norway 'American Beauty' cover shoot. The Swedish photographer, who is based in New York and Sweden, has created [serene scenes](https://www.trendhunter.com/trends/velvet-heat) in a quiet, loft-like room as well as a typical studio setting. Capturing the "American beauty," who happens to be a Swedish beauty, in typical American attire, Schulz showcases the stylish side of this dominating culture. Styled by fashion editor Hege Aurelie Badendyck for the magazine's April 2012 issue, the Costume Norway American Beauty editorial features the designs of such labels as Calvin Klein, Opening Ceremony and [Louis Vuitton](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign). Beauty artist Viktoria Sörensdotter completes the looks with [messy locks and glam makeup](https://www.trendhunter.com/trends/il-pranzo-campaign). ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 77% | Activity: 56% | 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) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Serene Loft Settings:** Opportunities for interior designers to create venues that showcase quiet, loft-like spaces for photo or film shoots. - **Stylish Dominance Culture:** A potential shift in fashion towards maintaining the dominating culture of the current trendsetters as seen in this editorial. - **Messy Glam Makeup:** Innovation in the makeup industry to create more glamorous looks that appear untidy or disheveled, as seen in this editorial. ### Where This Applies - **Interior Design:** Opportunities for the interior design industry to cater towards creating serene spaces that resonate with creatives, such as loft settings. - **Fashion:** Shifts towards maintaining the dominating culture in fashion trends, such as showcasing American styles as seen in this editorial. - **Makeup:** Innovation in the makeup industry to create more glamorous looks that appear untidy or disheveled, as seen in this editorial. ## Related on Trend Hunter - [Model-Off-Duty Essentials](https://www.trendhunter.com/trends/modeloffduty-essentials.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Maximalist Norwegian Design Rooms](https://www.trendhunter.com/trends/visdal-transformed-le-fumoir.md) - [Stunning Scandinavian Seating Collections](https://www.trendhunter.com/trends/scandinavian-seating-collection.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Cinematic Thriller-Inspired Runways](https://www.trendhunter.com/trends/jw-anderson-fw-2024.md)