# Bostonian Hipster Campaigns The 'Lucky Ones' F/W 2012 GANT by Michael Bastian Ad Promotes Pride By Alexandra Serrano | Published 2012-08-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lucky-ones-fw-2012-gant-by-michael-bastian References: [selectism](http://www.selectism.com/2012/08/13/watch-gant-by-michael-bastian-fallwinter-2012-the-lucky-ones/) & [us.gant](http://us.gant.com) Reminiscent of college days in the city, the 'Lucky Ones' F/W 2012 GANT by Michael Bastian boasts a Bostonian [collegiate pride](https://www.trendhunter.com/trends/yale-university). The designer was inspired by his "personal memories and experiences of living in Boston while going to college." The aesthetic of the campaign reflects this as it exudes a laid- back scholarly coolness. Featuring a [quirky track](https://www.trendhunter.com/trends/asos-inspired-by) by Swedish indie rock band Caviare Days, the 'Lucky Ones' advertisement shows a youthful spirit that allows the collection's wearable excellence to shine. The setting is the designer's city, it toys with [subcultures of prep with mod](https://www.trendhunter.com/trends/oak-bluffs). The layering pieces are perfect for fall in their classic quality. Many of the garments, with the preppy feel, potential to become seasonal staples for the put together collegiate crowd. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 73% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Bostonian Collegiate Pride:** Creating fashion collections and marketing campaigns that promote a sense of hometown pride and nostalgia can appeal to consumers' emotions and boost brand loyalty. - **Laid-back Scholarly Coolness:** Designing fashion collections that blend comfortable, casual pieces with elements of classic, sophisticated academia can create a fresh and distinctive style. - **Quirky Indie Soundtracks:** Using unique and eclectic music choices in fashion advertisements can capture consumers' attention and add to the brand's overall personality. ### Sectors Adopting This - **Fashion:** The fashion industry can benefit from incorporating elements of hometown pride, casual academia, and unique soundtracks into their collections and marketing campaigns. - **Music:** The music industry has the opportunity to partner with fashion brands to provide unique and memorable soundtracks for their advertisements and events. - **Marketing:** Marketing professionals can experiment with using emotional appeals and nostalgia to connect with consumers and create brand loyalty for fashion and lifestyle brands. ## Related on Trend Hunter - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md) - [Boston Marathon Apparel](https://www.trendhunter.com/trends/good-hill-hunting.md) - [Comfortable Collegiate Apparel](https://www.trendhunter.com/trends/yale-university.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md) - [Tailored Apparel Line-Expansions](https://www.trendhunter.com/trends/west-coast-ivy-collection.md) - [Camp-Inspired Fashion Capsules](https://www.trendhunter.com/trends/summer-outdoor.md) - [New York-Centric Campaigns](https://www.trendhunter.com/trends/bergdorf-goodmans.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md)