# Nordic Nepotism Lookbooks The HANSEN Spring/Summer 2012 Line Stays in the Family By John Ibbitson | Published 2012-01-22 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/hansen References: [fuckingyoung.es](http://fuckingyoung.es/hansen-springsummer-2012-campaign/) & [fuckingyoung.es](http://fuckingyoung.es) Staying away from the trend of having androgynous, nubile and sultry young male models pouting in its campaigns, the new HANSEN Spring/Summer 2012 lookbook appeals to your more average man with its [masculine line of casual wear](https://www.trendhunter.com/trends/tough-guys-soft-sweaters). The brand’s campaign instead plays on [themes of family, tradition and heritage](https://www.trendhunter.com/trends/la-famiglia-collection) by using older generations of men, one who is even senior, who are actually relatives of designer Aase Hansen. The Nordic brand also achieves these themes by shooting on location in rural Säby, Sweden. By creating scenes of hardworking farmers in this campaign and incorporating its new line of [dapper and refined clothing](https://www.trendhunter.com/trends/reimagined-icons) into the mix, the HANSEN Spring/Summer 2012 collection speaks to fashion-conscious men who enjoy dressing stylish without overdoing it. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 16% | Activity: 11% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### Why This Trend Is Growing - **Family-focused Fashion:** The use of older generations of men and incorporating themes of family and tradition in fashion campaigns creates an opportunity for brands to appeal to a broader range of consumers. - **Location-specific Advertising:** Shooting fashion campaigns on location in unique and culturally significant places offers an innovative way for brands to connect with consumers and tell a compelling story. - **Casual Masculinity:** Designing casual wear that appeals to the average man presents a disruptive innovation opportunity for fashion brands looking to cater to a wider audience. ### Industries Being Reshaped - **Fashion:** The fashion industry can leverage the trend of family-focused fashion by incorporating older models and emphasizing themes of tradition and heritage to attract a broader customer base. - **Advertising:** The advertising industry can explore the concept of location-specific advertising to create captivating campaigns that resonate with consumers on a deeper level. - **Retail:** Retailers can tap into the trend of casual masculinity by offering a range of stylish yet laid-back clothing options for men who want to dress fashionably without going over the top. ## Related on Trend Hunter - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Seaside-Influenced Fall Menswear](https://www.trendhunter.com/trends/fort-2.md) - [Sartorial Co-Ed Fall Fashion](https://www.trendhunter.com/trends/soulland-2.md) - [Summer-Ready Utilitarian Fashion](https://www.trendhunter.com/trends/hh118389225-2.md) - [Refined Spring-Centric Apparel](https://www.trendhunter.com/trends/reimagined-icons.md) - [Family-Wear Minimal Fashion](https://www.trendhunter.com/trends/sense-of-togetherness.md) - [Spring-Ready Technical Danish Fashion](https://www.trendhunter.com/trends/fce-2.md) - [Luxury Earth-Toned Workwear](https://www.trendhunter.com/trends/still-doesnt-matter.md) - [Inclusive Wardrobe Staples](https://www.trendhunter.com/trends/normform.md)