# Candid Knit-Only Lookbooks The Good Night, Day Spring 2013 Advertisements Are Frank By Jordy E | Published 2013-04-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/good-night-day-spring-2013 References: [missmoss.co.za](http://www.missmoss.co.za/2013/04/07/these-things-no-45/) & [goodnightday.bigcartel](http://goodnightday.bigcartel.com/) The Good Night, Day Spring 2013 advertisements focus on [heavy knits](https://www.trendhunter.com/trends/wool-knit). The brand does so in a candid manner, featuring a series of models who all chose to pose naturally before the brand's camera. In spite of the spring season that this line is intended for, the Good Night, Day label remains intent on keeping its preoccupation with knits in tact. This consistent theme was delivered in each image via shoulder throws, hats, sweaters, headbands and turbans, each piece featuring bundles of the warm materials. Quality abounds these items as merino wool, spun wool and silk have all been used, accounting for the softness of the featured apparel. They have nonetheless been toned down here via the [laidback mood](https://www.trendhunter.com/trends/digawel-springsummer-2026) of the set. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 59% | Activity: 71% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Candid Fashion Photography:** Disruptive innovation opportunity: Develop a platform or app that connects fashion brands with models who are willing to pose naturally, creating candid and authentic photographs. - **Heavy Knit Fashion:** Disruptive innovation opportunity: Create a sustainable and eco-friendly alternative to heavy knit materials, using innovative fabrics and techniques to reduce the environmental impact of knitwear. - **Soft and Luxurious Fabrics:** Disruptive innovation opportunity: Develop advanced textile technologies to create affordable and sustainable soft fabrics, such as merino wool and silk, for a wider range of fashion brands and consumers. ### Who This Affects Most - **Fashion Photography:** Disruptive innovation opportunity: Utilize AI and machine learning algorithms to analyze and recommend candid fashion photography styles and techniques to photographers and brands. - **Fashion Design:** Disruptive innovation opportunity: Integrate smart textiles and wearable technology into heavy knit fashion designs, creating interactive and customizable garments. - **Textile Manufacturing:** Disruptive innovation opportunity: Develop efficient and environmentally friendly processes for manufacturing soft and luxurious fabrics, such as merino wool and silk, at scale. ## Related on Trend Hunter - [Transitional Spring Collections](https://www.trendhunter.com/trends/splendid-srping-2025.md) - [Fabric-Centric Spring Fashion Capsules](https://www.trendhunter.com/trends/sage-nation-5.md) - [Understated Spring-Centric Fashion](https://www.trendhunter.com/trends/stein.md) - [Comfortable Sophisticated Knit Fashion](https://www.trendhunter.com/trends/kerisma-knits.md) - [Modern Tailored Spring Fashion](https://www.trendhunter.com/trends/graphpaper-ss26.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Elevated Casual Spring Collections](https://www.trendhunter.com/trends/robert-barakett-spring.md) - [Spring Technical Apparel](https://www.trendhunter.com/trends/acoldwall-5.md)