# Portraiture Summer Fashion Lookbooks AMI's des AMIs Editorial Takes Place in the Countryside By Amy Duong | Published 2019-02-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/des-amis References: [highsnobiety](https://www.highsnobiety.com/p/ami-ss19-lookbook) & [amiparis](https://www.amiparis.com/de/sets/collection-summer-2019) Mark Peckmezian is a New York-based photographer that was born in Toronto and he recently shot the 'des AMIs' lookbook for fashion label AMI. Given his urban upbringing, he takes the new [fashion editorial](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam) to the countryside to capture the [Spring/Summer 2019 pieces](https://www.trendhunter.com/trends/graphpaper-ss26) in a more natural state. The images are shot in a unique portrait aesthetics and features pieces inspired by sportswear along with [structured knits](https://www.trendhunter.com/trends/aaron-levine). During the seasonal collection's runway show, the venue followed a design theme of a crop field and the lookbook adopts the same concept to bring it all together. This theme brings s sense of both movement and exerting oneself out of the city. The des AMIs capsule is now available to shop online at AMI. Image Credit: Mark Peckmezian ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 11% | Activity: 2% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Why This Trend Is Growing - **Countryside Fashion Lookbooks:** Disruptive innovation opportunity: Explore unique locations and aesthetics to showcase fashion collections in a more natural and unconventional way. - **Sportswear-inspired Pieces:** Disruptive innovation opportunity: Combine functional elements of sportswear with high fashion to create unique and versatile clothing options. - **Structured Knits:** Disruptive innovation opportunity: Experiment with structured knits to create innovative and visually striking designs. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Incorporate unexpected settings and themes into fashion marketing campaigns to captivate audiences and create an immersive brand experience. - **Photography:** Disruptive innovation opportunity: Explore unconventional locations and shooting techniques to create visually stunning and memorable fashion photography. - **Online Retail:** Disruptive innovation opportunity: Collaborate with fashion labels to create exclusive capsule collections available for purchase online, providing unique shopping experiences for customers. ## Related on Trend Hunter - [Rooftop Clothing Pop-Ups](https://www.trendhunter.com/trends/ami-paris.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Vintage Campus Fashion](https://www.trendhunter.com/trends/hollywood-breakfast-club.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Gingham-Forward Apparel Edits](https://www.trendhunter.com/trends/maison-amorys-gingham-edit.md) - [British Youth-Culture Photography Books](https://www.trendhunter.com/trends/home-and-away.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Luxurious Spring-Ready Streetwear](https://www.trendhunter.com/trends/ambush-5.md)