# Prim Pastel Editorials The Dansk Magazine Keeping Up Photoshoot is Preppy and Pale By Jordy E | Published 2014-04-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/dansk-magazine-keeping-up References: [mode.newslicious.net](http://mode.newslicious.net/2014/03/keeping-up-with-cartlandian-tess.html) & [danskmagazine](http://www.danskmagazine.com/) The Dansk Magazine Keeping Up editorial forms a part of the publication's Spring/Summer 2014 issue. Model Tess Helfeuer is at the centre of the production which was executed and captured on behalf of photographer Lowe H Seger. Seger kept with spring and summertime motifs by placing Helfeuer in front of [faded pink and blue backdrops](https://www.trendhunter.com/trends/the-adidas-samba-og). The pastel shades blended in well with stylist Toby Grimditch's inclusion of [puffy ballerina skirts](https://www.trendhunter.com/trends/wild-rose-sparrow), shimmery prom dresses and chunky bright yellow heels. Despite these offbeat ensembles, Grimditch also added prim, proper elements to Keeping Up. This came through the images by way of button-up shirts and a [fitted blazer](https://www.trendhunter.com/trends/graphpaper-ss26), making Helfeuer appear ready for work albeit the dreamlike setting. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 97% | Activity: 67% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Pastel Fashion:** Disruptive innovation opportunity: Create a sustainable line of pastel clothing using eco-friendly dyes and materials. - **Spring/summer Editorials:** Disruptive innovation opportunity: Develop a digital platform for interactive virtual editorials to engage readers and encourage online shopping. - **Mixing Playfulness and Sophistication:** Disruptive innovation opportunity: Create a fashion subscription service that combines playful and sophisticated elements, allowing customers to experiment with their style. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Implement 3D body scanning technology to offer made-to-measure pastel fashion options. - **Photography:** Disruptive innovation opportunity: Incorporate augmented reality features into photography equipment to allow for interactive and immersive photo shoots. - **Publishing:** Disruptive innovation opportunity: Develop AI-powered fashion editorial platforms that curate personalized content for readers based on their style preferences. ## Related on Trend Hunter - [Gingham-Forward Apparel Edits](https://www.trendhunter.com/trends/maison-amorys-gingham-edit.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Dreamy Apparel Collections](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection.md) - [Modern Tailored Spring Fashion](https://www.trendhunter.com/trends/graphpaper-ss26.md) - [Uniform-Inspired Apparel Collections](https://www.trendhunter.com/trends/back-to-drama-school.md) - [Danish Pastry-Inspired Furniture](https://www.trendhunter.com/trends/sweet-art-collection.md) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Girlhood-Inspired Clothing Drops](https://www.trendhunter.com/trends/peachy-dens-sweet-cheeks.md) - [Sporty Resort Capsules](https://www.trendhunter.com/trends/paper-x-four-seasons.md)