# Flirty Feminine Lookbooks The Joie Spring/Summer 2014 Campaign is All About Fresh Fashion By Farida Helmy | Published 2014-01-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/flirty-feminine-lookbooks-the-joie-springsummer-2014-campaign-is-all-about References: [fashiongonerogue](http://www.fashiongonerogue.com/joie-springsummer-2014-campaign/) & [joie](http://www.joie.com) Exuding femininity, romance and fresh-faced Southern California lifestyle, the Joie Spring/Summer 2014 Campaign uses gorgeous top models Josephine Skriver and Caroline Brasch Nielsen to headline the lookbook. The Joie Spring/Summer 2014 Campaign is shot with romantic backdrops by [fashion photographer](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam) Glen Luchford, capturing the models looking very [dreamy and carefree](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection) as they twirl around in the label’s designs featuring airy shapes, [floral prints](https://www.trendhunter.com/trends/femininity-in-bloom) and long-sleeved shirts. These summer-craving pieces will undoubtedly have the contemporary, savvy and understated chic designs that Joie is known for. The new collection will feature pieces that are perfect for a casual coffee with the girls, a sophisticated business lunch with clients or a romantic date. Inspired by vintage finds, while keeping things modern all the same time, the Joie Spring/Summer 2014 collection is bound to be a winner. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 88% | Activity: 67% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## 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 - **Feminine Aesthetic:** Designing and marketing products and services that embrace femininity and romanticism. - **Southern California Lifestyle:** Creating products and experiences that capture the carefree and dreamy essence of the Southern California lifestyle. - **Vintage-inspired Modernization:** Updating classic designs with modern elements to appeal to contemporary consumers. ### Where This Applies - **Fashion:** Innovating in the fashion industry by creating designs that embody a flirty and feminine aesthetic. - **Hospitality:** Developing hospitality experiences and accommodations that embody the effortless and carefree vibes of the Southern California lifestyle. - **Home Decor:** Creating home decor products that blend vintage-inspired designs with modern elements. ## Related on Trend Hunter - [Whimsical Spring Apparel](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Print-Focused Swim Lines](https://www.trendhunter.com/trends/fioretta.md) - [Dreamy Apparel Collections](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection.md) - [Spring Fashion Blooms](https://www.trendhunter.com/trends/reformation-spring-2025.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Vibrant Lingerie Collections](https://www.trendhunter.com/trends/lorette-springsummer-collection.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Playful Spring-Forward Statements](https://www.trendhunter.com/trends/marc-jacobs-charm-collection.md)