# Apocalyptic Fashiontography Karl Lagerfeld's Smoke-Filled Fendi Fall 2009 Campaign By Marissa Brassfield | Published 2009-07-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/karl-lagerfeld-fendi-fall-2009 References: [fashiongonerogue](http://www.fashiongonerogue.com/?p=8985) & [fendi](http://www.fendi.com) Karl Lagerfeld's Fendi Fall 2009 campaign shoot is a smoke-filled, almost apocalyptic photo series. Model Jessica Stam wears [dark clothes](https://www.trendhunter.com/trends/undercover-5), [super-smoky eye makeup](https://www.trendhunter.com/trends/il-pranzo-campaign) and a brooding expression that screams drama and suspense. In the second image of Karl Lagerfeld's photography for the Fendi Fall 2009 campaign above, you'll see a male figure walking through the tunnel towards Jessica Stam. What's he doing there? I have no idea, but it doesn't look good for our heroine. **Implications** - Consumers are requesting that more and more products with a different subversive and darker image. Buyers are no longer satisfied with pretty images, and are now looking to more thought-provoking images. Businesses that are looking to connect to their clientele should use this aesthetic. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 44% | Activity: 32% | 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) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Why This Trend Is Growing - **Subversive Fashion:** There is a growing demand for products with a different subversive and darker image, offering opportunities for businesses to cater to this aesthetic. - **Thought-provoking Visuals:** Consumers are no longer satisfied with pretty images and are seeking more thought-provoking visuals, creating opportunities for businesses to create impactful and dramatic campaigns. - **Dramatic Makeup:** The popularity of super-smoky eye makeup in fashion shoots presents an opportunity for makeup brands and artists to explore and create more dramatic and expressive looks. ### Industries Being Reshaped - **Fashion:** The fashion industry can tap into the demand for subversive fashion and thought-provoking visuals to create unique and impactful campaigns. - **Beauty:** The beauty industry can capitalize on the popularity of dramatic makeup looks by offering innovative products and techniques for creating mesmerizing eye makeup. - **Photography:** Photography professionals can explore the trend of thought-provoking visuals and dramatic campaigns to push the boundaries of artistic expression and storytelling. ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Model-Collaborative Luxe Fashion](https://www.trendhunter.com/trends/cara-loves-karl.md) - [Outdoor-Ready Luxurious Fashion Series](https://www.trendhunter.com/trends/fendi-3.md) - [Pixelated Runway Displays](https://www.trendhunter.com/trends/pixelated.md) - [Dynamic Sci-Fi Fashion Collabs](https://www.trendhunter.com/trends/fendi-and-mad-architects.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md)