# Ironic Menswear Advertisements The Giorgio Armani Spring/Summer 2013 Campaign is Androgynous By Jordy E | Published 2013-02-04 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/giorgia-armani-springsummer-2013 References: [mode.newslicious.net](http://www.mode.newslicious.net/2013/02/giorgio-armani-springsummer-2013-saskia.html) & [armani](http://www.armani.com) The Giorgio Armani Spring/Summer 2013 campaign showcases model Saskis de Brauw. De Brauw takes on a chic, male demeanor here as she sported slicked back hair, black rimmed eye glasses and a host of blazers and pant suits. De Brauw's [masculine appeal](https://www.trendhunter.com/trends/songs-of-siren) was captured by the famed photography duo that is Mert & Marcus. The two released their saturated shots by way of a [bright white setting](https://www.trendhunter.com/trends/jiyongkim-fw25), a backdrop that allowed de Brauw's ensembles to stand out at once. This is of course the effect desired by the Giorgia Armani brand as it is the [patterned silk pants, layered party dresses](https://www.trendhunter.com/trends/contemporary-femininity) and spotted pieces that stand out above all else. The label's fan base will certainly flock towards this seasonal lot. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 49% | Activity: 43% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### Key Themes Behind This Trend - **Androgynous Fashion:** Opportunity to create gender-neutral clothing lines that appeal to a wide range of consumers. - **Saturated Photography:** Opportunity to incorporate bold, vibrant imagery in advertising campaigns to attract attention and make a statement. - **Patterned Silk:** Opportunity to explore unique and eye-catching fabric designs for high-end fashion brands. ### Where This Applies - **Fashion:** Disruptive innovation opportunity for traditional fashion brands to expand their product offerings and cater to changing consumer preferences. - **Advertising:** Disruptive innovation opportunity to experiment with bold and unconventional advertising strategies that break traditional norms. - **Textile:** Disruptive innovation opportunity to develop new fabric technologies and patterns that enhance the aesthetic appeal of clothing. ## Related on Trend Hunter - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Archetypal Fashion Debuts](https://www.trendhunter.com/trends/la-famiglia-collection.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Sophisticated Menswear Runway Shows](https://www.trendhunter.com/trends/gucci-men.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md)