# Urban Femme Fatale Ads The Jean Paul Gaultier Fall 2012 Campaign Stars a Sultry Karlie Kloss By Meghan Young | Published 2012-06-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/jean-paul-gaultier-fall-2012 References: [fashiongonerogue](http://fashiongonerogue.com/karlie-kloss-plays-femme-fatale-jean-paul-gaultiers-fall-2012-campaign-willy-vanderperre/) & [jeanpaulgaultier](http://www.jeanpaulgaultier.com/brand/en) Dark and seductive, the Jean Paul Gaultier Fall 2012 ad campaign has an urban streak that is often lacking in the [femme fatale storyline](https://www.trendhunter.com/trends/songs-of-siren). In place of a luxurious and sophisticated backdrop, the photoshoot takes place in the iconic Parisian district known as Les Frigos against a graffitied wall. Somehow the gritty background doesn't compromise the [sensuous black ensembles](https://www.trendhunter.com/trends/jiyongkim-fw25). Instead, it simply makes them more edgy. Shot by Belgium-born photographer Willy Vandeperre and starring model Karlie Kloss, the Jean Paul Gaultier Fall 2012 ad campaign does have a mysterious air. Why is such a glamorous woman lurking in the dark streets of Les Frigos in the first place? The sultry looks are perfected with glossy waves and full makeup. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 58% | Activity: 84% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: 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 Makes This Trend Stand Out - **Dark and Seductive Ads:** The use of dark and seductive imagery in fashion advertising presents an opportunity for disruptive innovation in the luxury fashion industry. - **Urban Fashion Photography:** The urban backdrop and gritty setting in fashion photography opens up possibilities for disruptive innovation in the photography industry. - **Mysterious Femme Fatale Storylines:** Exploring the concept of mysterious femme fatale storylines in advertising creates an opportunity for disruptive innovation in the marketing and advertising industry. ### Sectors Adopting This - **Luxury Fashion:** Incorporating dark and edgy elements into luxury fashion designs and campaigns can lead to disruptive innovation opportunities in the industry. - **Photography:** Utilizing urban and gritty locations for fashion photography shoots can be a disruptive innovation in the photography industry. - **Marketing and Advertising:** Developing mysterious and captivating storylines in marketing and advertising campaigns can drive disruptive innovation in the industry. ## Related on Trend Hunter - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Body Artwork-Inspired Fashion](https://www.trendhunter.com/trends/body-tattoo.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md)