# Brat Pack Ads The Hugo Boss Orange Fall 2010 Campaign Features Fashionable Friends By Vittoria Natarelli | Published 2010-07-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hugo-boss-orange-fall-2010-campaign References: [thefashionisto](http://thefashionisto.com/hugo-boss-orange-fall-2010-campaign-by-matt-jones/) & [hugoboss](http://www.hugoboss.com/) The Hugo Boss Orange Fall 2010 campaign has the aesthetic of a group of friends being photographed -- albeit a fashionable and photogenic group of friends. Photographed by Matt Jones, the ads are full of youth and energy. The group shows off the latest from the laid-back line, including chunky knit scarves and a great quilted jacket. The Hugo Boss Orange Fall 2010 campaign is the quintessential street style spread. **Implications** - Certain brand names that are associated with luxury and a small niche market may appear inaccessible to the broad range of consumers. Associating the product with images that are familiar, inviting and inspired by the lives of the everyday consumer is an effective way to reach out to as many branches of consumers as possible. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 57% | Activity: 27% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Street-style Marketing:** Using relatable and inviting images inspired by the lives of everyday consumers to reach a broad range of customers. - **Youthful Energy:** Capturing the vibrant and energetic spirit of young people in advertising campaigns to connect with the target market. - **Fashionable Friendships:** Featuring fashionable groups of friends in advertising campaigns to create a sense of relatability and aspirational style. ### Who This Affects Most - **Fashion:** Leveraging relatable and trendy images in fashion advertising to engage a wide range of consumers. - **Advertising:** Exploring creative ways to capture the spirit and energy of the target market in advertising campaigns. - **Photography:** Using photography techniques that highlight the vibrant and fashionable aspects of the subject matter. ## Related on Trend Hunter - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Teddy Bear-Centric Apparel](https://www.trendhunter.com/trends/boss-2.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [Adorable Holiday Campaigns](https://www.trendhunter.com/trends/burberrys-holiday-campaign.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Soccer-Themed Fragrance Pop-Ups](https://www.trendhunter.com/trends/brazil-and-argentina.md) - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md) - [Empowering Fashion Campaigns](https://www.trendhunter.com/trends/on-your-own-time.md) - [Collective Brand Identity-Promoting Campaigns](https://www.trendhunter.com/trends/la-famiglia-campaign.md)