# Bleached Catalan Couture The Loewe SS 2011 Campaign Captures Frigid Summer Fashion By Amelia Roblin | Published 2011-01-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/loewe-ss-2011 References: [fashioncopious.typepad](http://fashioncopious.typepad.com/fashioncopious/2011/01/in-full-loewe-spring-summer-2011-ad-campaign-mariacarla-boscono-by-mert-marcus-.html) & [loewe](http://www.loewe.com/) It's all cold looks and body language in the [Loewe SS 2011 campaign](https://www.trendhunter.com/trends/loewe-and-on) for warm-season fashion. Starring the striking Mariacarla Boscono and the chiseled Andres Velencoso Segura, these [sun-kissed spreads](https://www.trendhunter.com/trends/golden-hour-getaway-collection) are devoid of the heat that the Spanish set suggests. Photographed by Mert & Marcus, the [Loewe SS 2011 lookbook](https://www.trendhunter.com/trends/fendis-summer-2025-campaign) captures perfectly sculpted ensembles that stay true to the unemotional aesthetic of the spreads. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 72% | Activity: 58% | 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's Driving This Trend - **Frigid Summer Fashion:** Disruptive innovation opportunities exist in the development of sustainable and eco-friendly materials for summer clothing that provide both style and comfort in cold weather. - **Cold Looks:** There is potential for disruptive innovation in the creation of innovative marketing campaigns that use the contrast between cold looks and warm-season fashion to create captivating visuals. - **Unemotional Aesthetic:** Disruptive innovation can be explored in the integration of technology, such as augmented reality or virtual reality, to enhance the consumer experience and evoke emotions within the unemotional aesthetic of fashion spreads. ### Who This Affects Most - **Fashion Design:** Fashion designers can explore disruptive innovation opportunities by incorporating unconventional materials, such as thermoreactive fabrics, into their cold weather collections. - **Photography:** Photographers can experiment with disruptive innovation in their work by using unconventional lighting techniques and post-processing effects to capture the contrast between cold looks and warm-season fashion. - **Marketing and Advertising:** Marketing and advertising professionals can leverage disruptive innovation by utilizing immersive technologies, such as virtual reality, to create unique and engaging campaigns that resonate with consumers in the unemotional aesthetic of fashion spreads. ## Related on Trend Hunter - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md)