# Badass Hipster Shoots The Mario Ruczkowski 'Gray' Series Gives Retro Fashions a Dark Spin By Allison Love | Published 2010-08-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mario-ruczkowskis-gray References: [behance.net](http://www.behance.net/gallery/Gray/626283) & [behance.net](http://www.behance.net/ruczkowski) These Mario Ruczkowski 'Gray' photo prints feature badass models posing with a "too cool for school" attitude. Predominantly shot in [black and white](https://www.trendhunter.com/trends/black-tag-collection), the spread features an interesting dynamic between its models, allowing the viewer to be fully absorbed within the series. Fashionably cool, this Mario Ruczkowski 'Gray' photo spread takes [classic fashion photography](https://www.trendhunter.com/trends/alessandro-micheles) to darker and edgier new heights. Check out the featured gallery and see these dynamic photos for yourselves. **Implications** - The fashion industry is utilizing androgynous imagery to symbolically reflect North America's social progression towards an egalitarian society. Corporations seeking to convey themselves as forward-thinking may also similarly utilize androgynous imagery in media campaigns to demonstrate they're attune to this social change. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 84% | Activity: 66% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### Key Themes Behind This Trend - **Androgynous Imagery:** Using androgynous imagery in media campaigns to reflect North America's social progression to symbolize an egalitarian society. - **Dark Fashion Photography:** Pushing classic fashion photography to edgier and darker levels. - **Badass Fashion Models:** Featuring models with edgy and non-conformist attitudes that deviate from traditional fashion photography. ### Where This Applies - **Fashion Industry:** Exploring and using androgynous imagery in media campaigns to reflect the fashion industry's forward-thinking attitude. - **Advertising Industry:** Utilizing androgynous imagery in media campaigns to demonstrate a corporation's social awareness and commitment to equality. - **Photography Industry:** Exploring innovative ways to push the limits of traditional fashion photography with dark and edgy photo shoots. ## Related on Trend Hunter - [Edgy Backpack-Centric Fashion Shows](https://www.trendhunter.com/trends/at-the-edge-of-time.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Refreshed Expressive Fashion Brands](https://www.trendhunter.com/trends/cheap-monday-relaunch.md) - [Subculture-Themed Generational Fashion](https://www.trendhunter.com/trends/wildest-ones-yet.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md)