# Gang-Inspired Campaigns The Firetrap Spring Summer 2010 Ad Campaign is Rough and Tough By Tiana Reid | Published 2010-06-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/firetrap-spring-summer-2010 References: [homotography.blogspot](http://homotography.blogspot.com/2010/06/firetrap-ss10-by-derrick-santini.html) & [firetrap](http://www.firetrap.com/international/) Rebellion is the word of choice to describe the Firetrap Spring Summer 2010 advertising campaign. The [urban jeanswear company's campaign](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson) was photographed by Derrick Santini and parades a [gang of models](https://www.trendhunter.com/trends/la-famiglia-campaign) including Isaac Carew, Harvey Haydon and Ty Ogunkoya. The British company has used its own [youth subculture](https://www.trendhunter.com/trends/brigade) as inspiration for its latest ad campaign. Firetrap says that the ads take "inspiration from the glamorous lives of London's youth. Shot on industrial sites across London at the break of dawn, this tribe of future warriors are creeping home from a mischievous night out." ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 88% | Activity: 52% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## 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 - **Youth Subculture-inspired Campaigns:** Opportunity for brands to tap into the rebellious and edgy nature of youth subcultures for their ad campaigns. - **Industrial Site Photography:** Emerging trend of using urban industrial sites as backdrops for fashion and lifestyle photography, creating a juxtaposition of ruggedness and style. - **Glamorous Rebel Aesthetic:** An emerging trend in fashion advertising to showcase a daring and rebellious aesthetic while maintaining a sense of glamour and sophistication. ### Who This Affects Most - **Fashion Retail:** Fashion retailers have the opportunity to leverage youth subcultures and edgy aesthetics in their advertising campaigns, targeting rebellious and trend-conscious consumers. - **Photography and Advertising:** Photographers and advertising agencies can explore the use of industrial sites as unique and captivating settings for fashion and lifestyle shoots, capturing the essence of urban grit and style. - **Youth Culture Marketing:** Companies specializing in youth culture marketing can help brands tap into the allure of rebellious and glamorous aesthetics to connect with the target audience and drive engagement. ## Related on Trend Hunter - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Ambassador-Focused Footwear Campaigns](https://www.trendhunter.com/trends/vans.md)