# Free-Spirited Flirty Lookbooks The Fishbone Spring 2011 Campaign Captures Fun Summer Shenanigans By Marissa Brassfield | Published 2011-06-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/fishbone-spring-2011 References: [thefashionisto](http://thefashionisto.com/andre-bentzer-river-viiperi-for-fishbone-spring-2011-campaign/) & [newyorker.de](http://www.newyorker.de/en/fashion/new-collection/fishbone/) Andre Bentzer and River Viiperi are the men behind the Fishbone Spring 2011 campaign. They're captured enjoying the best of summer fun with a pair of equally jubilant female models while skateboarding, shooting each other with a garden hose and enjoying the spoils of summer. The [Fishbone Spring 2011 fashion](https://www.trendhunter.com/trends/vowels-1) is filled with [youthful separates](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025) like bright polo shirts, athletic shorts, lightweight brimmed hats, and printed and graphic T-shirts. The free-spirited campaign channels the fun of spring and summer beautifully, with all its flirtatiousness, innocence and general mirth. Fashion labels continually aim to devise ad campaigns that capture not just the clothing, but also the underlying lifestyle that aligns with the brand's identity. The Fishbone Spring 2011 campaign, like the collection it promotes, exudes youthfulness, energy and fun. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 52% | Activity: 68% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - 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 ### Key Themes Behind This Trend - **Youthful Ad Campaigns:** Opportunity for fashion labels to create ad campaigns that capture the youthfulness and energy of their target audience. - **Fun Summer Fashion:** Potential for fashion brands to develop collections that embody the fun and flirtatiousness of summer. - **Lifestyle-driven Branding:** Chance for fashion labels to align their brand's identity with a specific lifestyle, appealing to a specific target audience. ### Where This Applies - **Fashion:** The fashion industry can explore new approaches to advertising and product development that cater to the youthfulness and energy of consumers. - **Marketing and Advertising:** Marketing and advertising agencies can help fashion brands create campaigns that evoke the fun and flirtatiousness of summer to attract target consumers. - **Branding and Identity:** Branding and identity consultants can assist fashion labels in defining and aligning their brand's identity with a specific lifestyle to enhance their appeal. ## Related on Trend Hunter - [Bold Playful Summer Collections](https://www.trendhunter.com/trends/duvin-design-co.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Print-Focused Swim Lines](https://www.trendhunter.com/trends/fioretta.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md) - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Summery Bikini Drops](https://www.trendhunter.com/trends/frankies-bikinis-spring-2024.md) - [Eclectic Preppy Summer Apparel](https://www.trendhunter.com/trends/beams-plus-2.md) - [Collaborative Summer Protective Fashion](https://www.trendhunter.com/trends/beams-and-speedo.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md)