# Golden Beach Fashion Ads Dylan George and Abbot + Main Fall 2012 Campaign Stars Kate Upton By Meghan Young | Published 2012-06-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/dylan-george-and-abbot-main-fall-2012 References: [fashiongonerogue](http://fashiongonerogue.com/kate-upton-beach-babe-dylan-george-abbot-mains-fall-2012-campaigns/) & [abbotmain](http://www.abbotmain.com/) Shot on the golden sands of Venice Beach in California, the Dylan George and Abbot + Main Fall 2012 ad campaigns will get people even more excited for the summer season. It isn't all about [sexy swimwear](https://www.trendhunter.com/trends/cloud-cups) and maxi dresses. This campaign shows that casual get togethers by the water might call for [chic boho ensembles](https://www.trendhunter.com/trends/golden-hour-getaway-collection), which these two brands are more than happy to provide. Both of the Dylan George and Abbot + Main Fall 2012 ad campaigns were lensed by Los Angeles- and New York City-based director and photographer Yu Tsai. It stars model-of-the-minute Kate Upton alongside [American actor Kellan Lutz](https://www.trendhunter.com/trends/winter-2025-campaign) of 'Twilight' fame. Effortlessly styled, the fashionable ensembles have a youthful appeal that is perpetuated by the stars' nonchalant attitudes and carefree poses. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 100% | Activity: 95% | 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) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Casual Chic Beachwear:** Opportunity for brands to innovate casual beachwear and provide stylish options beyond swimsuits and maxi dresses. - **Celebrity Ambassador Campaigns:** Brands can leverage popular celebrities to promote their products and appeal to their target audience. - **Youthful Boho Fashion:** Boho fashion can be reimagined to target a younger demographic and bring a fresh perspective to the trend. ### Who This Affects Most - **Fashion and Apparel:** The fashion industry can benefit from creating new and innovative beachwear options. - **Advertising and Marketing:** Marketing campaigns featuring celebrity ambassadors can attract more customers and increase brand visibility. - **Photography and Film:** Photographers and filmmakers can explore incorporating their own style into fashion campaigns to create visually stunning content. ## Related on Trend Hunter - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Effortless Urban Campaigns](https://www.trendhunter.com/trends/knys-fall-2025.md) - [Celebrity Swimwear Collections](https://www.trendhunter.com/trends/swim-line.md) - [Streetwear Label Expansions](https://www.trendhunter.com/trends/ksubi-unveils-kswim.md) - [Sun-Soaked Resort Collections](https://www.trendhunter.com/trends/golden-hour-getaway-collection.md) - [Modern Wedding-Inspired Campaigns](https://www.trendhunter.com/trends/wedding-shop-campaign.md) - [Collaborative Luxe Swimwear](https://www.trendhunter.com/trends/adriana-degreas-x-sabine-getty.md) - [Vintage Miami Beachwear Capsules](https://www.trendhunter.com/trends/spring-2024-menswear-collection.md) - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign.md)