# Couture Castaway Catalogs The Merritt Charles SS12 Lookbook Boasts an Adventurous Photo Shoot By Meghan Young | Published 2011-12-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/merritt-charles-ss12 References: [refinery29](http://www.refinery29.com/get-the-first-glance-at-merritt-charles-death-defying-lookbook) & [merrittcharles](http://www.merrittcharles.com/) Top models often get flown all over the world for adventurous photo shoots and the Merritt Charles SS12 lookbook is no exception. This time, however, the majestic Natalia Obradovicova is cast off into the middle of the Pacific on nothing but a rickety wooden raft. The effect is raw, romantic and extreme. Fun fact: the founder of Merritt Charles, Lacey Horning, is the one who built the 200-pound DIY raft. Shot by Aaron Heck, the Merritt Charles SS12 lookbook highlights the effortless styles this brand carries. Even drenched in water, the [lacy numbers](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection) and [flowing dresses](https://www.trendhunter.com/trends/selkies-the-libertine-collection) are to die for. Nevertheless, to Horning, the most important thing about shoots like the Merritt Charles SS12 one is, "There is always a story and memory to look back on with the crew. That to me is priceless." ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 27% | Activity: 17% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Adventure Fashion Campaigns:** Brands can explore creative ways to showcase their fashion collections through adventurous photoshoots in unconventional settings. - **DIY Branding:** Brands can create unique identities and stand out from competitors by incorporating DIY elements, like a handmade wooden raft, in their marketing materials. - **Raw and Romantic Aesthetics:** There is a growing interest in fashion campaigns that feature raw and romantic aesthetics, providing an opportunity for brands to tap into this trend and showcase their products in a unique way. ### Where This Applies - **Fashion:** Fashion brands can draw inspiration from the Merritt Charles SS12 campaign and explore unconventional ways of showcasing their collections. - **Marketing and Advertising:** Marketers can leverage the DIY branding trend to create unique and memorable campaigns for their clients. - **Tourism and Travel:** Travel brands can collaborate with fashion brands to present destinations in a raw and romantic light, creating a compelling and immersive experience for potential visitors. ## Related on Trend Hunter - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Island-Inspired Summer Wear](https://www.trendhunter.com/trends/sel-de-mer.md) - [Coordinated Coastal Swimwear](https://www.trendhunter.com/trends/salty-mermaid.md) - [Luxury Resort Apparel Collections](https://www.trendhunter.com/trends/auteurs-resort-2025-collection.md) - [Sophisticated Handcrafted Beachwear](https://www.trendhunter.com/trends/cartolina-colette-caftan.md) - [Resort-Ready Apparel Collections](https://www.trendhunter.com/trends/marie-oliver.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Sun-Soaked Resort Collections](https://www.trendhunter.com/trends/golden-hour-getaway-collection.md) - [Dreamy Summer Swimwear Collections](https://www.trendhunter.com/trends/triangls-mirage-drop.md)