# Floral Seaside Lookbooks Hype Debuted Its Summer Collection with a Whimsical Lookbook By Vasiliki Marapas | Published 2015-07-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hype References: [c-heads](http://www.c-heads.com/2015/07/10/hype-summer-look-book-eclectic-youth/) & [justhype](https://www.justhype.co.uk/) UK brand Hype teamed up with photographer Laurence Howe and creative director Hollie Maya to bring us this gorgeous, [summery lookbook](https://www.trendhunter.com/trends/summer-dreaming-collection), shot in the idyllic [seaside town](https://www.trendhunter.com/trends/oak-bluffs) of Whitstable. A small town in the southeast end of England, Whitstable has a population of about 30,000. It's the type of place that boasts quaint homes, charming tourist shops and, most of all, bored locals -- each complete with the listless, faraway look of a person who's dreaming far beyond the coastal boarders of their hometown. The antiquated aesthetic of the town is well-matched with the brand's signature style of [outlandish floral prints](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025), as well as some new additions, which include slogan print tees that feature small town maxims, such as "Kill them with Kindness." ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 78% | Activity: 26% | 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 ### Why This Trend Is Growing - **Floral Prints:** Opportunity to incorporate bold and outlandish floral prints into fashion designs, disrupting traditional patterns. - **Slogan Print Tees:** Chance to create unique and personalized slogan print tees that resonate with small town values, offering a disruptive alternative to generic t-shirts. - **Seaside Fashion Lookbooks:** Innovation opportunity to showcase fashion collections in idyllic seaside locations, creating a dreamy and aspirational aesthetic. ### Industries Being Reshaped - **Fashion:** Fashion industry can capitalize on the trend of incorporating bold floral prints and personalized slogan tees in their collections. - **Photography:** Photography industry can explore the demand for capturing fashion lookbooks in unique and picturesque seaside locations. - **Tourism:** Tourism industry can leverage the appeal of seaside fashion lookbooks to promote idyllic coastal destinations and attract visitors. ## Related on Trend Hunter - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Island-Inspired Summer Wear](https://www.trendhunter.com/trends/sel-de-mer.md) - [Sleek Printed Swimwear Collections](https://www.trendhunter.com/trends/dolly.md) - [Dreamy Apparel Collections](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection.md) - [Floral Flip Flop Collabs](https://www.trendhunter.com/trends/loveshackfancy-x-havaianas.md) - [Bold Playful Summer Collections](https://www.trendhunter.com/trends/duvin-design-co.md) - [Sporty Resort Capsules](https://www.trendhunter.com/trends/paper-x-four-seasons.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Coastal-Inspired Activewear Launches](https://www.trendhunter.com/trends/set-actives-new-drop.md)