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The Fun in the Sun Mossimo Asia 2011 Ad Campaign

 - Sep 29, 2010   Updated: Aug 15 2011
References: fashionindie & designscene.net
Photographer Lope Navo captures how fashionable it is to be a beach bum.

Fun balmy beach scenes of piggy-back riding, making sand angels and summer flings make us all daydream of being on the beach. The models glam up in hip denim, including ripped jeans and cut-off shorts. Denim shirts and jackets also make an appearance for this awesome beach bum look, providing plenty of ideas for summer looks for the coming year.

Implications - Consumers in modern society are looking for products that make them feel more relaxed. Items that contain a laid-back aesthetic appeal to shoppers who want to feel comfortable with the purchases they make. Companies could develop more designs like this to appeal to a wider audience.