The Harper’s Bazaar China 'Hot n' Cold' editorial focuses on one of the best things about summer: the return of the ice cream truck. Giving it a high fashion twist, the theme is incredibly edgy, feminine and surreal. From the use of giant ice cream and milkshake props to vibrant curly coifs, it is almost as though models Rachel Rutt and Seon, as well as their blue-headed bodybuilder driver, travelled from a strange candy-filled land for the photoshoot.
Lensed by photographer Shxpir on location by the beach, the Harper’s Bazaar China 'Hot n' Cold' editorial appeared in the April 2013 issue of the magazine. The beauties were outfitted by stylist Lydia-Jane Saunders, who put together a colorful and eye-catching feminine wardrobe featuring the likes of Louis Vuitton, Burberry Prorsum and Stella McCartney.
Why This Trend Is Growing
- Ice Cream Truck Fashion
- The Harper’s Bazaar China 'Hot n' Cold' editorial combines ice cream trucks and high fashion, creating opportunities for innovative collaboration between fashion and food businesses.
- Surreal Food Photography
- The use of giant ice cream and milkshake props in the Harper’s Bazaar China 'Hot n' Cold' editorial highlights a trend towards surreal food photography, opening up opportunities for creative food stylists and photographers.
- Summer-inspired Ads
- The Harper’s Bazaar China 'Hot n' Cold' editorial's focus on summer and the return of ice cream trucks sets a trend for summer-inspired advertisements across various industries.
Industries Being Reshaped
- Fashion
- The Harper’s Bazaar China 'Hot n' Cold' editorial highlights opportunities for fashion and food businesses to collaborate and create unique marketing campaigns and brand activations.
- Food and Beverage
- The trend towards surreal food photography, exemplified in the Harper’s Bazaar China 'Hot n' Cold' editorial, creates opportunities for creative food stylists and photographers to showcase their talent and for food businesses to differentiate their brand.
- Advertising
- The summer-inspired editorial in Harper’s Bazaar China exemplifies opportunities for creative advertisements across various industries that focus on seasonal trends in marketing campaigns.
