# Gritty Advertorials H&M's Fall 2009 Menswear Has a Hard Edge in Cafe Magazine By Marissa Brassfield | Published 2009-07-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-fall-2009-menswear References: [thefashionisto](http://thefashionisto.com/blog/2009/07/hm-advertorial/) & [andreassjodin.se](http://www.andreassjodin.se/) This gritty photo set is part of an advertorial for [H&M's](https://www.trendhunter.com/trends/hm-x-glenn-martens) Fall 2009 menswear collection that photographer Andreas Sjödin shot for Café Magazine. With a bold mix of textures, layers and colors, H&M's Fall 2009 menswear is edgy and filled with attitude--a welcome change from the more [effeminate menswear collections](https://www.trendhunter.com/trends/tough-guys-soft-sweaters) we've seen strutting down Fall 2009 runways. **Implications** - The male fashion consumer who desires a messier, unmade aesthetic will find that these dirty, [gritty and distressed styles](https://www.trendhunter.com/trends/the-october-collection) work effectively to channel his inner rebel. Just coming out a recession, many consumers are hesitant to don the restrictive slick suits and polished pieces of past seasons; they want rebellious pieces that will illustrate their current anarchistic mindsets. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 50% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Gritty Menswear:** Opportunity for fashion brands to cater to male consumers looking for edgy and rebellious styles. - **Mix of Textures:** Opportunity for textile and fabric industries to develop innovative materials for creating layered and textured clothing. - **Unmade Aesthetic:** Opportunity for beauty and grooming businesses to create products that enhance a messy and effortless look. ### Who This Affects Most - **Fashion:** The fashion industry can tap into the demand for gritty and rebellious menswear styles. - **Textile:** The textile industry can innovate by exploring new materials and techniques to create textured fabrics. - **Beauty & Grooming:** Beauty and grooming businesses can develop products that help achieve an unmade aesthetic. ## Related on Trend Hunter - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Refreshed Expressive Fashion Brands](https://www.trendhunter.com/trends/cheap-monday-relaunch.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [90s Grunge-Inspired Fall Apparel](https://www.trendhunter.com/trends/the-october-collection.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Understated Luxury Menswear](https://www.trendhunter.com/trends/coofandy.md)