# Low Key Sophisticated Fashion BEAUTIFUL FÜL's New Editorial Mixes Grunge with Elegance By Kalin Ned | Published 2018-04-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/low-key-sophisticated References: [hypebeast](https://hypebeast.com/2018/4/beautiful-ful-spring-summer-2018-campaign-editorial) & [beautifulful](https://beautifulful.com/) BEAUTIFUL FÜL is a luxury label, based in Los Angeles, and its Spring/Summer 2018 editorial boasts an assortment of cool, [comfortable and low key sophisticated fashion](https://www.trendhunter.com/trends/kerisma-knits) ensembles. This specific lookbook carries a particular importance since it is the first one launched after the brand did a complete overhaul of their website. The Spring/Summer 2018 editorial is titled 'Creep It Real,' which is intact with the well-balanced representation of outfit ensembles in the editorial. From comfort-enhancing knee-length washed-out robes to jeans and [tailored checkered blazers](https://www.trendhunter.com/trends/graphpaper-ss26) that boast a low key sophisticated look, the tattoo-heavy Spring/Summer 2018 editorial is a crossover between elegant representation and drop-dead cool attitude. Communicating the [laid-back and ultra-chic vibe](https://www.trendhunter.com/trends/day-3-capsule-2) of the West Coast, the 'Creep It Real' capsule by BEAUTIFUL FÜL is bound to appeal to a wide audience. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 97% | Activity: 95% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America ## 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 - **Low Key Sophisticated Fashion:** Disruptive innovation opportunities can be found in retail and fashion industries by capitalizing on the growing demand for luxury labels that offer comfortable and casual yet stylish clothing. - **West Coast Style:** Opportunities for innovation and growth in the fashion industry can be created by focusing on developing clothing that communicates the unique and laid-back style of the West Coast. - **E-commerce Overhaul:** Opportunities for innovation in the e-commerce and marketing industries can be found by studying the success of Beautiful Ful's complete website overhaul and leveraging that strategy to improve customer experience and online sales. ### Sectors Adopting This - **Luxury Retail:** The luxury retail industry can capitalize on the trend of low key and comfortable fashion by experimenting with new ways to incorporate and promote this popular style. - **Fashion:** Innovation in the fashion industry can come from designing and marketing clothing that embodies the cooler and more casual aspects of West Coast style. - **E-commerce:** The e-commerce industry can learn from Beautiful Ful's website overhaul to develop strategies that improve customer experience and drive online sales. ## Related on Trend Hunter - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Understated Luxury Menswear](https://www.trendhunter.com/trends/coofandy.md) - [Understated Spring-Centric Fashion](https://www.trendhunter.com/trends/stein.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Laid-Back Modernwear](https://www.trendhunter.com/trends/digawel-springsummer-2026.md) - [Minimally Elegant Fall-Ready Fashion](https://www.trendhunter.com/trends/studio-nicholson-1.md) - [Transitional Spring Collections](https://www.trendhunter.com/trends/splendid-srping-2025.md) - [Seasonal Fashion Collections](https://www.trendhunter.com/trends/siegelman-stable-1.md) - [Scrapbook-Inspired Fall Fashion](https://www.trendhunter.com/trends/creative-class-uniform.md)