# Moody Menswear Editorials The HYPEBEAST ‘Restless East’ Photoshoot Stars Rico the Zomb By Meghan Young | Published 2013-09-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hypebeast-restless-east References: [hypebeast](http://hypebeast.com/2013/9/the-restless-east-editorial-by-rick-genest) & [rickgenest](http://rickgenest.com/) With Halloween fast approaching, it is safe to say that Rico the Zombie will be popping up a lot more in the fashion industry, starting with the HYPEBEAST ‘Restless East’ online editorial. The men’s lifestyle blog embraces his edgy look in order to bring a brooding moodiness to their curated looks. Shot on a Hong Kong rooftop on a grey fall day, the HYPEBEAST ‘Restless East’ online editorial is inspired by “the idea of the Jiangshi identity within Asian folklore,” as written on the website. Directed by the in-house team, the photoshoot showcases pieces from this season’s 3.1 Phillip Lim, ETRO and Burberry Prosum collections. Rico’s extensive and dark body art really complement the meticulous suits and formalwear. ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 99% | Activity: 99% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Moody Menswear:** Opportunity for designers to create menswear collections that embrace a darker, edgier look. - **Asian Folklore Inspired:** Opportunity for fashion designers to incorporate Asian folklore elements into their collections to appeal to global fashion consumers. - **Rooftop Photoshoots:** Opportunity for brands to showcase their products by shooting photoshoots on rooftops, especially in urban areas. ### Who This Affects Most - **Men's Fashion:** Men's fashion industry can leverage edgier look and folklore-inspired designs to create new collections and capture a larger market share. - **Luxury Fashion:** Luxury fashion brands can incorporate Asian folklore elements in their collections to appeal to the growing global luxury fashion market. - **Photography:** Photography businesses can capitalize on the trend of rooftop photoshoots to offer unique locations for fashion shoots, creating a new revenue stream. ## Related on Trend Hunter - [Brand Staple-Highlighting Luxe Fashion](https://www.trendhunter.com/trends/rathbonenewman.md) - [Bold Anime-Inspired Streetwear](https://www.trendhunter.com/trends/geeks-rule-hellsing.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Festive Lifestyle Streetwear Capsules](https://www.trendhunter.com/trends/autonomy-collection-3.md) - [Utility Tokyo Streetwear](https://www.trendhunter.com/trends/blackeyepatch-winter.md) - [Conceptual Memory-Themed Fashion](https://www.trendhunter.com/trends/paranoid-fw25.md)