# Hipster Grannies The Illesteva Summer 2010 Lookbook is Wonderfully Unconventional By Zoe Badley | Published 2010-05-24 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/illesteva-summer-2010-lookbook References: [hypebeast](http://hypebeast.com/2010/02/illesteva-opening-ceremony-ace-hotel-eyewear/) The recently released Illesteva Summer 2010 lookbook stands out because it's so darn unconventional. According to [HypeBeast](https://www.trendhunter.com/trends/superbored-vinyl-art-toys), for Opening Ceremony's ninth year in business, the masters of frames, Illesteva, has given them their new limited eyewear collection as a birthday gift. Instead of putting shades on oiled-up and overly-bronzed models, the designers chose old-timers and drew inspiration from Havana in the 1950s for the shoot. The Illesteva Summer 2010 lookbook was shot by photographer David Cabrera and according to Illesteva it guest stars the world's best domino players. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 36% | Activity: 6% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Boomers](https://www.trendhunter.com/boomers) ## Key Themes ### Key Themes Behind This Trend - **Unconventional Lookbooks:** Brands can explore new, creative ideas in presenting their collections by using unconventional methods for their lookbooks. - **Age Diversity Marketing:** Including models of different ages can appeal to a wider demographic and demonstrate inclusivity, creating more marketing opportunities. - **Inspiration From Nostalgia:** Drawing inspiration from popular culture eras of the past, such as Havana in the 1950s, can create a sense of nostalgia and uniqueness in a brand's collections. ### Where This Applies - **Eyewear:** The eyewear industry can explore more diverse and unconventional marketing techniques, like Illesteva's use of an unconventional lookbook and inclusion of elder models. - **Fashion:** The fashion industry can continue to push the boundaries in terms of inclusivity in their marketing by exploring options like including models of different ages. - **Photography:** Photographers can explore creative and unique concepts for fashion and product photography, such as Illesteva's use of Havana in the 1950s as inspiration for their lookbook. ## Related on Trend Hunter - [Vintage Silhouette Eyewear](https://www.trendhunter.com/trends/modern-retro-collection.md) - [Elevated Overzied Sunglasses](https://www.trendhunter.com/trends/giant-vintage.md) - [Streetwear-Informed Dynamic Eyewear](https://www.trendhunter.com/trends/supreme-eyewear.md) - [Vintage-Inspired Dynamic Eyewear](https://www.trendhunter.com/trends/bru-eyewear-1.md) - [Whimsical Premium Eyewear Collections](https://www.trendhunter.com/trends/2024-collection.md) - [Versatile Eyewear Collections](https://www.trendhunter.com/trends/framery.md) - [Chic Statement Eyewear](https://www.trendhunter.com/trends/specsavers-eyewear.md) - [Ultra-Stylish Eyewear Collections](https://www.trendhunter.com/trends/inaugural-eyewear-collection.md) - [Eclectic Eyewear Collections](https://www.trendhunter.com/trends/artsy-eyewear-collection.md)