The new Spring/Summer 2009 ad campaign for Miss Sixty creatively uses a hot air balloon as the backdrop of their ads.
But rather than have model Anne Vyalitsyna ride in the basket of the hot air balloon, photographer Tom Munro captured Anne inside the balloon.
The ads were styled by Giovani Bianco.
Implications - The ever-evolving fashion industry has an array of sub-industries that all strive to keep up with one another. Fashion photography falls under this category, with the use of props as the latest attempt at innovation. Misplaced props add interest to a fashion shoot, making it much more abstract and a little less predictable than others. Essentially, pretty poses simply aren't enough anymore.