# Floral-Themed Spring Fashion Campaigns Goldwin Launches New Visually Striking Campaign with eye_C By Niko Pajkovic | Published 2022-04-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/eyec References: [hypebeast](https://hypebeast.com/2022/4/goldwin-ss22-eyec-editorial) & [goldwin-sports](https://www.goldwin-sports.com/us/) Japanese sports apparel label [Goldwin](https://www.trendhunter.com/trends/goldwin-5) has teamed up with European fashion publication eye_C to launch a new editorial campaign aimed at promoting its Spring/Summer 22 collection. The new campaign intends to highlight the [changing of the seasons](https://www.trendhunter.com/trends/transition-collection) by utilizing a floral visual motif. In addition, it reinstates Goldwin's penchant for [minimal showcasing](https://www.trendhunter.com/trends/jiyongkim-fw25) by highlighting the new apparel range against entirely black backdrops. Moreover, thanks to the black backgrounds, the floral motifs are able to really pop, drawing attention to this subtle yet eye-catching visual reference. Overall, Goldwin's Spring/Summer 22 collection boasts a wide range of lightweight and durable garments including a variety of jacket and pant styles, all of which utilize premium materials such as wool, GORE-TEX, thermal, ripstop fabrics, and organic cotton. Image Credit: Goldwin ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 97% | Activity: 69% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Floral Visual Motifs:** The rising popularity of floral-themed visuals creates new opportunities for design innovations in fashion branding and marketing. - **Minimalistic Showcasing:** The demand for minimalist backdrops in fashion campaigns provides a fresh approach to online and offline advertising platforms. - **Sustainable Premium Materials:** The incorporation of eco-friendly and high-quality materials like organic cotton and wool offers fashion brands a chance to adopt sustainable practices and cater to eco-conscious consumers. ### Who This Affects Most - **Sports Apparel:** The sports apparel industry can adopt floral visual motifs and minimalistic showcasing techniques to make their products stand out among competitors and attract consumers with evolving aesthetics. - **Fashion Marketing:** The fashion marketing industry can leverage the power of minimalistic showcasing and nature-inspired visuals to create captivating ad campaigns targeting modern and conscientious consumers. - **Textile Industry:** The textile industry has the opportunity to innovate in eco-friendly and premium materials that can be used by fashion brands to create stylish, sustainable, and high-quality sports apparel. ## Related on Trend Hunter - [Elegantly Practical Performance Apparel](https://www.trendhunter.com/trends/goldwin-5.md) - [Performance-Ready Technical Fashion](https://www.trendhunter.com/trends/goldwin-0-2.md) - [Heritage-Centric Alpine Skiwear](https://www.trendhunter.com/trends/oyabe.md) - [Technical Lifestyle Capsules](https://www.trendhunter.com/trends/goldwin-fw25.md) - [Outdoor-Ready Technical Performance Wear](https://www.trendhunter.com/trends/trekking-collection.md) - [Stealthy Collaborative Apparel](https://www.trendhunter.com/trends/digital-camo-collection.md) - [Summer Conditioning Recovery Apparel](https://www.trendhunter.com/trends/reoptimum-paper-series.md) - [Functional Style Capsules](https://www.trendhunter.com/trends/wname.md) - [Bright Color-Based Spring Fashion](https://www.trendhunter.com/trends/vowels-1.md)