# Gothically Austere Fashion Ads The Lida Baday Fall 2012 Campaign is Darkly Elegant By Meghan Young | Published 2012-08-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/lida-baday-fall-2012 References: [fashiongonerogue](http://fashiongonerogue.com/chris-nicholls-lenses-lida-baday-fall-2012-campaign/) & [lidabaday](http://www.lidabaday.com/) Gothic and austere, the Lida Baday Fall 2012 ad campaign really hones in on the dark elegance of the ensembles it showcases. Like old Victorian oil paintings, model Marla Boehr is pale, stoic and regal. Posing alone or with typical portrait props such as fruit, books and more, the dark-haired beauty provides the perfect canvas for the sartorial artworks envisioned by the Canadian fashion designer. Shot by photographer Chris Nicholls with art direction by Diti Katona, the Lida Baday Fall 2012 ad campaign is nevertheless [very minimalist](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit). The black backdrop and [dark clothing](https://www.trendhunter.com/trends/black-tag-collection) complement each other in this manner, although the result is dramatic rather than basic. On beauty duty was Simone Otis, who paired Boehr's porcelain skin, piercing eyes and [contoured makeup](https://www.trendhunter.com/trends/il-pranzo-campaign) with pulled back hair. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 79% | Activity: 46% | 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 ### Why This Trend Is Growing - **Dark Elegance Fashion:** Opportunity for fashion designers to create gothically-inspired collections that showcase dark elegance. - **Minimalist Ad Campaigns:** Potential for brands to create impactful and dramatic ad campaigns with minimalistic aesthetics. - **Austere Beauty Looks:** Beauty industry can explore creating beauty looks that focus on porcelain skin, piercing eyes, and contoured makeup. ### Industries Being Reshaped - **Fashion Design:** Fashion designers can embrace gothic-inspired designs and create dark elegant collections. - **Advertising and Marketing:** Brands can leverage minimalistic ad campaigns to capture attention and make a strong impact. - **Beauty and Cosmetics:** Beauty industry can explore creating austere beauty looks that emphasize porcelain skin and contoured makeup. ## Related on Trend Hunter - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Holiday-Inspired Evening Wear Campaigns](https://www.trendhunter.com/trends/mcqueen-holiday-2025.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Stealthy Modern Monochromatic Fashion](https://www.trendhunter.com/trends/black-tag-collection.md)