# Beach Bum Photography The Fun in the Sun Mossimo Asia 2011 Ad Campaign By Summer Luu | Published 2010-09-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mossimo-asia-2011-ad References: [designscene.net](http://www.designscene.net/2010/09/lope-navo-mossimo-asia-2011-campaign.html) & [fashionindie](http://fashionindie.com/addict-mossimo-asia/) 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](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson), including ripped jeans and cut-off shorts. Denim shirts and jackets also make an appearance for this awesome [beach bum look](https://www.trendhunter.com/trends/trust-the-bum-tour), providing plenty of ideas for [summer looks](https://www.trendhunter.com/trends/summer-dreaming-collection) 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. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 95% | Activity: 91% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Key Themes Behind This Trend - **Laid-back Lifestyle:** Consumers are seeking relaxed products and companies could develop more designs like beach bum fashion to appeal to a wider audience. - **Summer-inspired Fashion:** Companies could create more fashion lines inspired by summer, featuring denim, beachwear, and relaxed pieces. - **Photography-based Advertising:** More companies could adopt photography-based advertising campaigns to showcase lifestyle-oriented product lines in an aspirational and fashionable way. ### Where This Applies - **Fashion Industry:** The fashion industry can capitalize on the trend of relaxed, summer-inspired fashion and create more beach bum-inspired lines. - **Advertising Industry:** The advertising industry could adopt more lifestyle-focused and photography-based advertising campaigns to promote products as aspirational and fashionable. - **Tourism Industry:** The tourism industry could create campaigns around the relaxed beach bum lifestyle that includes fashion, photography, and vacation packages that appeal to a wider audience. ## Related on Trend Hunter - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md) - [Sun-Soaked Resort Collections](https://www.trendhunter.com/trends/golden-hour-getaway-collection.md) - [Free-Spirited Rum Commercials](https://www.trendhunter.com/trends/rum-commercial.md) - [Sun Safety Beach Takeovers](https://www.trendhunter.com/trends/miami-beach-takeover.md) - [Island-Inspired Summer Wear](https://www.trendhunter.com/trends/sel-de-mer.md) - [Vintage Miami Beachwear Capsules](https://www.trendhunter.com/trends/spring-2024-menswear-collection.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Collaborative Summer Protective Fashion](https://www.trendhunter.com/trends/beams-and-speedo.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md)