# Budget-Friendly Fashiontography Du Juan Makes Cheap Clothes Chic for H & M in Vogue China May 2011 By Marissa Brassfield | Published 2011-05-02 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/h-m-in-vogue-china References: [designscene.net](http://www.designscene.net/2011/05/hm-vogue-china.html) & [vogue.cn](http://www.vogue.com.cn/) This editorial featuring H & M in [Vogue](https://www.trendhunter.com/trends/vogue-singapore) China May 2011 shows model Du Juan doing what she does best: making clothes look fierce, no matter how much they cost. Photographer Benny Horne and stylist Akari Endo-Gaut joined creative forces to make H & M's affordable offerings look fit for the pages of Vogue. It's a convincing sell. Du Juan works each look in the H & M in Vogue China editorial as if it's [Louis Vuitton](https://www.trendhunter.com/trends/star-studded) or [Chanel](https://www.trendhunter.com/trends/coco-crush), and her demeanor isn't so over the top as to make the outfits unapproachable for everyday fashionistas. We're seeing a rise in upscale fashion magazines including affordable outfits in their editorials, which responds to consumers' spending habits since the global recession hit in 2009. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 71% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, 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 Makes This Trend Stand Out - **Upscale-affordable Fashion:** The trend of upscale fashion magazines featuring affordable outfits in their editorials creates an opportunity for brands to meet the demands of cost-conscious consumers who still want to look stylish. - **Inclusive Fashion Editorials:** The rise in fashion editorials showcasing models wearing budget-friendly clothes makes high fashion more accessible and relatable for everyday consumers, leading to potential opportunities for brands to tap into a wider customer base. - **Redefining Luxury:** Incorporating affordable clothing into high-end fashion editorials challenges traditional notions of luxury, presenting an opportunity for brands to disrupt the industry and cater to a new generation of fashion-conscious consumers. ### Sectors Adopting This - **Fashion Publishing:** Fashion magazines can capitalize on the trend of upscale-affordable fashion by featuring more editorials that showcase budget-friendly clothing options. - **Fast Fashion:** Fast fashion brands can benefit from the inclusive fashion editorials trend by positioning themselves as accessible alternatives to high-end luxury brands. - **Branded Collaborations:** The redefinition of luxury in fashion editorials presents an opportunity for brands to collaborate with high-fashion publications, showcasing their affordable collections and expanding their reach to a wider audience. ## Related on Trend Hunter - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Star Studded Luxury Campaigns](https://www.trendhunter.com/trends/star-studded.md) - [Modern-Day Travel Campaigns](https://www.trendhunter.com/trends/modernday-travel.md) - [Affordable Designer Apparel](https://www.trendhunter.com/trends/old-navy-x-anna.md) - [Celebrity-Designed Street Fashion](https://www.trendhunter.com/trends/victoria-beckham-2.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Culturally-Inspired Travel Campaigns](https://www.trendhunter.com/trends/new-travel-campaign.md) - [Daily Style Accessible Fashion](https://www.trendhunter.com/trends/demi-lovato-x-amazon.md)