# Desolate Metropolitan Fashion Campaigns The Marc Jacobs Spring/Summer 2012 Advertisments are Urban By Jordy E | Published 2012-05-29 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/marc-jacobs-spring-summer-2012 References: [mode.newslicious.net](http://mode.newslicious.net/2012/02/marc-jacobs-springsummer-2012-xiao-wen.html) & [marcjacobs](http://www.marcjacobs.com/) The Marc Jacobs Spring/Summer 2012 advertisement campaign takes the brand's ardent fan base on a tour of gritty metropolitan thoroughfares. Scribbled graffiti and riveted brick structures make for exceptional backgrounds here, especially when contrasted with the girlish looks of model Xiao Wen Ju. Photographer Juergen Teller has added to the artistic canon that is [Marc Jacobs imagery](https://www.trendhunter.com/trends/gibson-and-marc-jacobs) here. The fashion label has been known to execute highly eccentric productions, displaying perfumes, high heels and urban turbans alongside horses and [ginormous MJ-embossed bags](https://www.trendhunter.com/trends/marc-jacobs-tote-bag). This particular campaign tones down the usual clatter, bringing viewers to [desolate city streets](https://www.trendhunter.com/trends/back-to-the-city). Ju has made the Teller snapshots appear virtually effortless as they are synonymous with her usual urban chic appearance. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 51% | Activity: 12% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Gritty Urban Fashion:** Disruptive innovation opportunity: Create a clothing line that embraces the edginess of gritty metropolitan environments. - **Artistic Advertising Imagery:** Disruptive innovation opportunity: Develop a new approach to fashion advertising that incorporates unconventional backgrounds and artistic elements. - **Effortless Urban Chic:** Disruptive innovation opportunity: Design a line of fashionable clothing that combines comfort and urban style effortlessly. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunity: Create a platform that connects fashion brands with photographers and artists to collaborate on unique advertising campaigns. - **Advertising:** Disruptive innovation opportunity: Develop innovative techniques and technologies for creating visually striking and unconventional ad campaigns. - **Photography:** Disruptive innovation opportunity: Invent new camera equipment or software that simplifies the process of capturing effortless urban chic fashion photography. ## Related on Trend Hunter - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Bold Graffiti Printed Totes](https://www.trendhunter.com/trends/stephen-sprouse.md) - [Playful Spring-Forward Statements](https://www.trendhunter.com/trends/marc-jacobs-charm-collection.md) - [Art-Driven Fashion Capsules](https://www.trendhunter.com/trends/joy-artist-capsule.md) - [Holiday Handbag Campaigns](https://www.trendhunter.com/trends/resort-2025-campaign.md) - [Collaborative Patterned Tote Bags](https://www.trendhunter.com/trends/the-tote-bag.md) - [Revitalized Handbag Designs](https://www.trendhunter.com/trends/marc-jacobs-stephen-sprouse.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md)