# Femme Military Looks The H&M Fall 2010 Ad Campaign is Feminine but Rugged By Summer Luu | Published 2010-10-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hm-fall-2010-ad-campaign References: [fashionising](http://www.fashionising.com/pictures/s--Anja-Rubik-HM-Fall-2010-Ad-Campaign-8161-1.html) & [hm](http://www.hm.com) The [H&M](https://www.trendhunter.com/trends/femininity-in-bloom) Fall 2010 ad campaign features model Anja Rubik dressed in toned-down military pieces for a more feminine and chic look. This combatant line consists of [shearling aviator jackets](https://www.trendhunter.com/trends/aviator-jacket-1), army-green pieces and military details. Although it sounds rugged, the [military style](https://www.trendhunter.com/trends/ukrainian-brand-rbtnk) is toned down by soft pastels and sweet touches of ruffles. The H&M Fall 2010 ad campaign gives the war-themed pieces all the right touches of femininity and chicness. **Implications** - The H&M Fall 2010 ad campaign draws upon a very prominent military theme that is very "voguesque." Military pieces are cool because they can add an edge to pretty much any wardrobe, revamping your entire closet collection without too much work or money spent. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 90% | Activity: 86% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Feminine Military:** The trend of blending military-inspired clothing with feminine elements creates an opportunity for designers to develop new styles that cater to the modern, empowered woman. - **Rugged Chic:** The combination of rugged and chic elements could be a trend to watch as it introduces a new level of versatility - offering an opportunity for brands to diversify their design style and reach a broader audience. - **Military Minimalism:** Minimalistic military-inspired fashion pieces could trend as it offers both style and practicality, opening opportunities for brands to tap into more functional markets. ### Where This Applies - **Fashion Retail:** Fashion retailers can utilize the feminine military trend to attract a more diverse customer base by offering functional yet stylish clothing options. - **Accessories:** The rugged chic trend could present an opportunity for accessories brands to incorporate modern, edgy designs into their collections to appeal to a wider audience. - **Cosmetics:** Cosmetics brands could leverage the military minimalism trend by creating makeup styles that work in tandem with functional, minimalist fashion pieces. ## Related on Trend Hunter - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Spring-Ready Militaristic Streetwear](https://www.trendhunter.com/trends/alpha-industries-2.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Glam Indian Apparel](https://www.trendhunter.com/trends/anamika-khanna-x-hm.md) - [Reprised Fall Apparel Capsules](https://www.trendhunter.com/trends/shein-reimagines-autumnal-fashion.md) - [90s Grunge-Inspired Fall Apparel](https://www.trendhunter.com/trends/the-october-collection.md)