# Ghoulish Runways The Hussein Chalayan SS11 Show is Frightfully Fierce By Armida Ascano | Published 2010-10-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hussein-chalayan-ss11 References: [dazeddigital](http://www.dazeddigital.com/fashion/article/8685/1/hussein-chalayan-ss11) & [husseinchalayan](http://www.husseinchalayan.com/) The Hussein Chalayan SS11 line is a spectacularly spooky display of [creepy couture](https://www.trendhunter.com/trends/paranoid-fw25) at its best. With models sporting white sheets similar to children's makeshift Halloween costumes, this show is instantly one of the most [memorable runway shows](https://www.trendhunter.com/trends/chanel-spring-summer-2026) yet. The collection actually intended to make reference to Japanese culture and traditional attire. The Hussein Chalayan SS11 collection made references to technology, tradition and even architecture from Japan. **Implications** - Fashion designs are one of the key ways that companies can infuse their products with memorability, and [unusual imagery](https://www.trendhunter.com/trends/wild-rose-sparrow) like these ghoulish runway fashions do. By creating product designs and packaging that incorporate unmistakable fashions, businesses can help themselves stand out from a crowd of competitors who have yet to think of such brilliantly bizarre designs. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 76% | Activity: 50% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What's Driving This Trend - **Creepy Couture:** The use of spooky and unconventional fashion designs to create memorable runway shows. - **Cultural References:** Incorporating elements from different cultures, like Japanese tradition, into fashion collections. - **Unconventional Imagery:** Using unusual and unexpected imagery to create memorable fashion experiences. ### Who This Affects Most - **Fashion Design:** The fashion industry can embrace creepy couture trends and incorporate cultural references to create unique and memorable collections. - **Packaging Design:** Companies can use unconventional imagery in packaging design to differentiate their products and make them stand out in the market. - **Event Production:** Event production companies can incorporate unconventional imagery and cultural references to create memorable and impactful runway shows. ## Related on Trend Hunter - [Cinematic Thriller-Inspired Runways](https://www.trendhunter.com/trends/jw-anderson-fw-2024.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Pixelated Runway Displays](https://www.trendhunter.com/trends/pixelated.md) - [Whimsical Feminine Runway Shows](https://www.trendhunter.com/trends/wild-rose-sparrow.md) - [Whimsical Couture Settings](https://www.trendhunter.com/trends/chanel-spring-summer-2026.md) - [Conceptual Memory-Themed Fashion](https://www.trendhunter.com/trends/paranoid-fw25.md) - [High-Fashion Workwear Runways](https://www.trendhunter.com/trends/high-fashion-collaboration.md) - [Wild Animal-Decorated Gowns](https://www.trendhunter.com/trends/schiaparelli-lion-head.md) - [High Fashion Mud Runways](https://www.trendhunter.com/trends/balenciaga-2023-runway.md)