# Swimming in Clothes Gant Dives Into The Pool Fashionably for Spring/Summer 2009 By mediterranean | Published 2009-01-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/gant-pool-spring-summer-2009-chad-white References: [homotography.blogspot](http://homotography.blogspot.com/2009/01/chad-white-gant-morten-bjarnhof.html) & [gant](http://www.gant.com) The new [Spring / Summer 2009](https://www.trendhunter.com/trends/british-watersports-collegiate-prep) ad campaign for Gant has an undeniable Summer vibe. Not only are the ads shot at a [swimming pool](https://www.trendhunter.com/trends/triangls-mirage-drop), the models dive into the pool and get wet while fully clothed in the new pieces from Gant's '[Preppy Pastels](https://www.trendhunter.com/trends/beams-plus-2).' The images for the 'High Summer' collection were shot at a beautiful beach. The campaign features supermodel Chad White and other unidentified models with photography by Morten Bjarnhof. **Implications** - The spring/summer 2009 ad campaign for Gant is fantastic in opinion because it capture models right in unbelievable action shots. The clothes that the models are wearing also evoke the quintessential summer in my mind. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 89% | Activity: 73% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Poolside Fashion:** Opportunity for fashion brands to showcase their collections in unconventional spaces like swimming pools. - **Wet Look Clothing:** Brands could experiment and create clothing that is specifically designed to be worn while swimming. - **Location-based Advertising:** Opportunity for brands to boost their visibility and relevancy by promoting their products in locations that match the vibe of their collections. ### Who This Affects Most - **Fashion:** Fashion brands can leverage unconventional spaces, such as swimming pools, to showcase their products during ad campaigns. - **Swimwear:** Swimwear brands could experiment with creating clothing that can double up as swimwear. - **Advertising:** Opportunity for advertisers to create attention-grabbing commercials by showcasing products in unconventional locations such as swimming pools. ## Related on Trend Hunter - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Cheeky Swimmer Spirit Campaigns](https://www.trendhunter.com/trends/tom-daley-and-malibu.md) - [Collaborative Summer Protective Fashion](https://www.trendhunter.com/trends/beams-and-speedo.md) - [Elegant Sporty Swimwear](https://www.trendhunter.com/trends/lacoste-swimwear-collection.md) - [Streetwear Label Expansions](https://www.trendhunter.com/trends/ksubi-unveils-kswim.md) - [Bold Playful Summer Collections](https://www.trendhunter.com/trends/duvin-design-co.md) - [Athlete Swimwear Knit Fusion](https://www.trendhunter.com/trends/tom-daley-swimwear.md) - [Print-Focused Swim Lines](https://www.trendhunter.com/trends/fioretta.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md)