# Billowing Underwater Fashion The Joel Janse Van Vuuren SS13 Lookbook is Artistically Fashionable By Meghan Young | Published 2012-09-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/joel-janse-van-vuuren-ss13 References: [fashiongonerogue](http://fashiongonerogue.com/joel-janse-van-vuuren-latest-collection-takes-a-dive-in-images-by-ilse-moore/) & [joeljansevanvuuren](http://www.joeljansevanvuuren.com/) The Joel Janse Van Vuuren SS13 lookbook revolves around an underwater theme. Completely submerged, the model is a vision in [flowing, billowing gowns](https://www.trendhunter.com/trends/wild-rose-sparrow) that are strikingly accentuated by the surrounding waters. Embracing her [inner mermaid](https://www.trendhunter.com/trends/shells-jewel-collection), model and creative director Elsa Bleda executes artistic poses that also work to showcase the dresses best assets. Shot by photographer [Ilse Moore](http://www.trendhunter.com/trends/ilse-moore), who is known for her [underwater images](http://www.trendhunter.com/trends/wonderland-couture-by-feline-blush), the Joel Janse Van Vuuren SS13 lookbook is romantically titled The Spirit of Galatea. The South African designer was inspired by 19th Century cinema, art and the Belle Epoque when creating his dresses. Like vibrant paint strokes on a black canvas, the elegant ensembles pop right out. The looks were perfected by makeup artist Liezl Zene Oberholzer. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 79% | Activity: 81% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Underwater Fashion:** Disruptive innovation opportunity: Explore the use of waterproof fabrics and materials to create innovative and functional underwater fashion. - **Billowing Gowns:** Disruptive innovation opportunity: Develop new techniques to create billowing gowns that are both visually striking and practical for everyday wear. - **Underwater Photography:** Disruptive innovation opportunity: Harness the underwater photography trend to create captivating and unique advertising campaigns for fashion brands. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Combine fashion with technology to create intelligent clothing that adapts to different environments, such as underwater. - **Photography:** Disruptive innovation opportunity: Develop advanced waterproof cameras and equipment for underwater photography that allows for more creative possibilities. - **Makeup:** Disruptive innovation opportunity: Create waterproof and long-lasting makeup products specifically designed for underwater photo shoots and events. ## Related on Trend Hunter - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Avant-Garde Biomimicry Fashion Designs](https://www.trendhunter.com/trends/biomimicry-fashion.md) - [Island-Inspired Summer Wear](https://www.trendhunter.com/trends/sel-de-mer.md) - [Joyous Spirit-Inspired Holiday Apparel](https://www.trendhunter.com/trends/opa-collection.md) - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Underwater-Created Whimsical Handbags](https://www.trendhunter.com/trends/ariel-swipe.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Whimsical Feminine Runway Shows](https://www.trendhunter.com/trends/wild-rose-sparrow.md)