# Elegant Viking Campaigns The Luca Larenza Fall 2014 Advertorial Exudes a Rugged Air of Masculinity By Jana Pijak | Published 2014-06-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/luca-larenza-fall-2014 References: [thefashionisto](http://www.thefashionisto.com/olivier-langhendries-fronts-homegrown-fall-2014-campaign-luca-larenza/2/) & [lucalarenza](http://lucalarenza.com/) Belgian model Olivier Langhendries fronts the Luca Larenza Fall 2014 ad campaign. The bearded star channels a modern-day viking in the image series that pays homage to the art of Italian painter Caravaggio. Posing with a healthy crop of vegetables, the model exudes a rugged and effortlessly masculine air. Oliver pulls off an [elegant wardrobe](https://www.trendhunter.com/trends/khaotique-noir) that consists of heavy knitwear pieces and linen pant garments. The ensembles are showcased in a palette of grey and color-patterned hues that embody manly sophistication. The Luca Larenza Fall 2014 ad campaign is captured by photographer Giuseppe Yuma Migliaccio's lens. The advertorial's "[thick knits and warm colors](https://www.trendhunter.com/trends/tough-guys-soft-sweaters) give the image series a sense of rustic simplicity and an artisanal edge." Styling for the campaign is courtesy of Davide Valentino and Monia Pedretti. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 83% | Activity: 74% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Masculine Knitwear Fashion:** With the rise of the rustic and artisanal aesthetic, there is an opportunity for fashion brands to showcase their masculine knitwear clothing lines for men. - **Beard Care Products:** The trend towards rugged masculinity and beardedness could spurn a creative disruption in beard care products and grooming services. - **Artistic Campaigns for Men's Contemporary Fashion:** As Luca Larenza's campaign demonstrates, there is a potential for fashion brands to create artistic and sophisticated campaigns featuring contemporary men's fashion. ### Industries Being Reshaped - **Men's Fashion:** There is an opportunity for men's fashion brands to create rustic and masculine clothing lines to target the desire for a more rugged masculinity in men's fashion. - **Grooming & Personal Care Industry:** The trend towards bearded masculinity could provide a new niche for beard-focused grooming & personal care products and services. - **Photography and Visual Arts Industry:** As seen in the Luca Larenza campaign, there is an opportunity for photography and visual arts industries to collaborate with fashion brands to create artistic and sophisticated campaigns that feature contemporary men's fashion. ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Luxe Formal Menswear Campaign](https://www.trendhunter.com/trends/louis-vuitton-ss26.md) - [Luxe Tailored Fall Menswear](https://www.trendhunter.com/trends/louis-vuitton-fall-2026.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Contemporary Fall-Centric Menswear](https://www.trendhunter.com/trends/latimmier.md) - [Bold Urban Winter Boots](https://www.trendhunter.com/trends/ugg-autumn-winter-2025.md)