# Mood Board Outerwear Campaigns This Fjallraven Holiday Campaign Features a Pinterest-Themed Layout By Jana Pijak | Published 2016-07-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fjallraven-holiday References: [behance.net](https://www.behance.net/gallery/22534347/Fjallraven-Holiday-Campaign) & [fjallraven](http://www.fjallraven.com/) Washington-based graphic designer Lindsay Thompson created this [Fjallraven](https://www.trendhunter.com/trends/fjallraven-and-goretex) holiday campaign for the quality-focused outdoor brand. Fusing style with function, Fjallraven's range has recently become a hit among young urbanites and avid travelers who consider its lightweight and colorful backpacks a must-have. Resembling a [Pinterest](https://www.trendhunter.com/trends/shift-happens) mood board, the layout of this digital campaign consists of clothing staples, outerwear and heavy duty backpacks that are curated into a digitized gift guide that e-shop visitors can conveniently access. Borrowing from the social media layouts of platforms like Pinterest and [Instagram](https://www.trendhunter.com/trends/hiking-patrol), this Fjallraven holiday campaign illustrates the outdoor brand's transition into a more fashion-focused retail space. While known for its heavy-duty outerwear and backpacks, the company has recently evolved to feature more versatile and style-conscious clothing and accessory picks. ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 13% | Activity: 3% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: 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 ### Key Themes Behind This Trend - **Fashion-forward Outdoor Gear:** Outdoor brands can create more fashion-focused campaigns and collections to target a younger, urban demographic. - **Social Media-inspired Campaigns:** Brands can draw inspiration from popular social media platforms to create engaging and visually appealing campaigns. - **Digitized Gift Guides:** Online retailers can create mood board-style gift guides to make shopping more convenient for customers. ### Where This Applies - **Outdoor Gear and Apparel:** Outdoor brands can evolve to be more versatile and style-conscious, and use digital platforms like social media to reach a younger audience. - **E-commerce:** Online retailers can use mood board-inspired digital campaigns and gift guides to create a more visually engaging shopping experience. - **Graphic Design:** Brands and businesses can hire graphic designers to create visually stunning campaigns that draw inspiration from popular social media platforms like Pinterest. ## Related on Trend Hunter - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Social Platform Outerwear Launches](https://www.trendhunter.com/trends/hiking-patrol.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Adorable Holiday Campaigns](https://www.trendhunter.com/trends/burberrys-holiday-campaign.md) - [Gen Z-Centric Campaigns](https://www.trendhunter.com/trends/shift-happens.md) - [Shareable Wishlist Templates](https://www.trendhunter.com/trends/urban-outfitters-and-canva.md) - [Nature Aesthetic Tech Accessories](https://www.trendhunter.com/trends/wilderkind-collection.md)