# Foggy Veiled Photography The Ellery SS11 Collection is Disturbingly Surreal By Meghan Young | Published 2010-10-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ellery-ss11 References: [lifelounge](http://www.lifelounge.com/fashion/news/ellery-spring_summer-horreur-scope-2010_11-collection.aspx) & [elleryland](http://elleryland.com/) Forgoing the stereotypically sun-shiny designs for [spring and summer](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025), the Ellery SS11 collection is [dark and dramatic](https://www.trendhunter.com/trends/khaotique-noir)--as though it were put together for Halloween rather than the new year. Even its title, 'Horreur Scope,' seems to point in that general direction. Although there's nothing particularly horrific about the Ellery SS11 collection, there is a strangely surreal quality about it and its [campaign](https://www.trendhunter.com/trends/bouquet-collection-1) that is disturbing to say the least. Photographed by Holly Blake, the fashion featured is modeled by Cassi from Australia's Next Top Model. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 87% | Activity: 75% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, 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 - **Dark Fashion:** Opportunity for the fashion industry to embrace unconventional fashion ideas for spring and summer. - **Surreal Photography:** Idea for photo and video production houses to consider surreal and disturbing themes in their work to attract a unique audience. - **Horrific Themed Campaigns:** Opportunity for businesses to experiment and market their products in a horror atmosphere to appeal to a segment of customers. ### Industries Being Reshaped - **Fashion:** The fashion industry can introduce a new style that embraces unconventional, dark fashion ideas for spring and summer. - **Creative Production:** Photo and video production houses can consider surreal and disturbing themes in their projects to attract a unique audience. - **Marketing:** Businesses can adopt horror and surrealism themes in their marketing campaigns to attract a particular customer base who enjoy unconventional ideas ## Related on Trend Hunter - [Whimsical Spring Apparel](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Luxury Resort Apparel Collections](https://www.trendhunter.com/trends/auteurs-resort-2025-collection.md) - [Concept Eyewear Campaigns](https://www.trendhunter.com/trends/bouquet-collection-1.md) - [Whimsical Couture Settings](https://www.trendhunter.com/trends/chanel-spring-summer-2026.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Tailored Americana Summer Fashion](https://www.trendhunter.com/trends/poison-ivy-collection.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md)