# Pregnancy Privacy Fails London Fog Admits to Nixing Gisele's Baby Bump Out of Fall '09 Ads By Marissa Brassfield | Published 2009-07-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/london-fog-fall-09-gisele-bundchen References: [fashionindie](http://fashionindie.com/london-fog-fw-09-10-gisele-bundchen-by-nino-munoz/) & [forums.thefashionspot](http://forums.thefashionspot.com/showpost.php?p=5984644&postcount=1) Something's amiss with these [London Fog](https://www.trendhunter.com/trends/back-to-the-city) Fall '09 ads featuring Gisele Bundchen--namely, a baby bump is missing. While Gisele Bundchen and Tom Brady haven't officially confirmed her pregnancy, London Fog took the liberty of doing it for them when Dari Marder, the chief marketing officer of Iconix Brand Group (London Fog's parent company) admitted that Bundchen's [baby bump had been retouched](https://www.trendhunter.com/trends/doves-super-bowl-ad) so as to "respect her privacy." Nino Muñoz shot Gisele Bundchen's London Fog Fall '09 ads a few weeks ago, and the Fashion Spot says that the ads will appear in Glamour, Elle, Vogue, and Cosmopolitan in October. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 71% | Activity: 69% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## 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 - **Pregnancy Privacy in Advertising:** The retouching of baby bumps in advertisements is becoming an increasingly controversial topic. - **Body Positivity in Advertising:** There is a growing demand for advertisements that promote body positivity and realistic representations of bodies. - **Transparency in Marketing:** Consumers are expecting companies to disclose more information about the models and images used in their marketing campaigns. ### Sectors Adopting This - **Fashion Retail:** Fashion retailers could capitalize on the growing consumer demand for transparency and body-positive advertising campaigns. - **Marketing and Advertising:** Companies in the marketing and advertising industry should consider the potential risks associated with retouching images and creating unrealistic body standards in advertisements. - **Media and Publishing:** Media and publishing outlets could gain a competitive edge by promoting their commitment to authentic, transparent advertising campaigns. ## Related on Trend Hunter - [Modern-Day Travel Campaigns](https://www.trendhunter.com/trends/modernday-travel.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md) - [Elevated Maternity Collections](https://www.trendhunter.com/trends/seraphine-1.md) - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md) - [Pregnancy-Safe Beauty Campaigns](https://www.trendhunter.com/trends/well-people-pregnancy-safe.md) - [Stigma-Breaking Motherhood Billboards](https://www.trendhunter.com/trends/molly-baz1.md) - [Post-Partum Meal QSR Campaigns](https://www.trendhunter.com/trends/bundles-of-joy.md) - [Sustainable Baby-and-Mom Brands](https://www.trendhunter.com/trends/pipette.md) - [Customer-Starring Billboards](https://www.trendhunter.com/trends/og-influencers.md)