# Cold Sober Campaigns No Smiling Allowed for the Spring/Summer 2010 Giorgio Armani Ads By Marissa Liu | Published 2010-01-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/giorgio-armani-ads References: [designscene.net](http://www.designscene.net/2010/01/giorgio-armani-ss-2010-campaign-by-josh.html) & [giorgioarmani](http://www.giorgioarmani.com) The men's and women's Spring/Summer 2010 Giorgio [Armani](https://www.trendhunter.com/trends/prisma-glass-lip-gloss) ads are out and they are quite serious. The campaign does not take fashion lightly, with stone-faced Ollie Edwards and Nimue Smit staring soberly into the camera. Styled by Edward Enninful and photographed by Josh Oline, Edwards and Smit do not appear together in the Spring/Summer 2010 Giorgio Armani ads, nor do they appear in their underwear (unlike other Spring/Summer 2010 Armani models). **Implications** - With the recent proliferation of [vibrant colors in fashion editorials](https://www.trendhunter.com/trends/no-rules-club), photographers are now creating sterile fashion editorials to differentiate themselves from the competition. Corporations in other industries may follow a similar strategy and create goods with sterile designs, which will garner attention with its frigidity. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 56% | Activity: 21% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Sterile Fashion Editorials:** Photographers are creating fashion editorials with sterile designs to stand out from the competition, which can inspire corporations in other industries to adopt a similar strategy and create goods with sterile designs. ### Who This Affects Most - **Fashion Photography:** Fashion photographers can explore the trend of sterile fashion editorials to create unique and attention-grabbing campaigns. ## Related on Trend Hunter - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Trendy Sobriety Campaigns](https://www.trendhunter.com/trends/sober-chic.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Seasonal Fashion Campaign](https://www.trendhunter.com/trends/y3-ss26.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md)