# Oversized Letter Backdrops The Max Mara Fall 2013 Campaign Stars a Chic Ashleigh Good By Meghan Young | Published 2013-07-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/max-mara-fall-2013-campaign References: [fashiongonerogue](http://www.fashiongonerogue.com/ashleigh-good-stars-in-max-mara-fall-2013-campaign-by-mario-sorrenti/) & [maxmara](http://www.maxmara.com/) Captured against a slew of oversized white letters in the backdrop, the Max Mara Fall 2013 campaign showcases a range of sophisticated clothing perfect for the autumn season. As though targeting working women, the outfits are particularly perfect for the office setting. From curve-hugging pencil skirts to loose jackets and [chic handbags](https://www.trendhunter.com/trends/knys-fall-2025), the ensembles exude an elegance that many women would love to adopt. The Max Mara Fall 2013 campaign was lensed by photographer Mario Sorrenti. It stars rising star Ashleigh Good. The New Zealand model was outfitted by stylist Carine Roitfeld. In spite of the obvious chicness of each look, there is a casual feel as well, which is perpetuated by the easy hair and natural-looking makeup. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 51% | Activity: 35% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Oversized Letter Backdrops:** The use of oversized letter backdrops in fashion campaigns creates a visually striking and memorable aesthetic. - **Sophisticated Office Fashion:** The demand for sophisticated clothing suitable for office settings presents an opportunity for brands to cater to working women's fashion needs. - **Casual Chic:** The combination of chic clothing with a casual feel in fashion campaigns appeals to consumers seeking a stylish yet relaxed aesthetic. ### Who This Affects Most - **Fashion Photography:** The use of oversized letter backdrops opens up new creative possibilities in fashion photography, allowing photographers to experiment with innovative visual concepts. - **Women's Fashion:** The demand for sophisticated office fashion creates growth opportunities for brands specializing in women's professional attire. - **Cosmetics:** The natural-looking makeup trend showcased in the Max Mara Fall 2013 campaign presents a disruptive innovation opportunity for cosmetics brands to promote a more effortless beauty aesthetic. ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md)