# Edgy Evening Fashion Ads The H&M By Night Campaign Stars Model Maryna Linchuk By Meghan Young | Published 2014-03-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-by-night References: [fashiongonerogue](http://www.fashiongonerogue.com/maryna-linchuk-models-hm-night-style-update/) & [hm](http://www.hm.com/entrance.ahtml?orguri=/) Instead of painting the town red on a much needed night out, the [H&M](https://www.trendhunter.com/trends/femininity-in-bloom) By Night ad campaign encourages people to channel their inner femme fatale through a wardrobe of [all-black](https://www.trendhunter.com/trends/jiyongkim-fw25) (with hints of white here and there) ensembles. The perfect color for a glamorous evening at a posh restaurant or live club, the looks are versatile to better allow spontaneity to reign free. The Swedish retailer enlisted the help of model Maryna Linchuk to bring the H&M By Night ad campaign to life. Shot in studio against a vibrant backdrop of greys and hot pinks, the blonde beauty is given the impression of motion as though she were dancing during the photoshoot. She showcases a mix of maxi dresses, bustiers and shorts. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 59% | Activity: 45% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **All-black Fashion:** Disruptive innovation opportunity: Develop sustainable and eco-friendly alternatives to black dye for fashion industry. - **Versatile Evening Looks:** Disruptive innovation opportunity: Design customizable garments with interchangeable components to fit various evening occasions. - **Motion-inspired Campaigns:** Disruptive innovation opportunity: Utilize augmented reality to create interactive and immersive ad campaigns with dynamic visuals. ### Industries Being Reshaped - **Fashion Retail:** Disruptive innovation opportunity: Implement AI-driven virtual shopping assistants to enhance the online shopping experience. - **Textile Manufacturing:** Disruptive innovation opportunity: Introduce 3D printing technology to create intricate and unique evening wear fabrics. - **Advertising & Marketing:** Disruptive innovation opportunity: Embrace virtual reality to develop immersive brand experiences and engage customers in novel ways. ## Related on Trend Hunter - [Holiday-Inspired Evening Wear Campaigns](https://www.trendhunter.com/trends/mcqueen-holiday-2025.md) - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Nighttime Cosmetic Campaigns](https://www.trendhunter.com/trends/night-night-club-campaign.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md)