# Loving Lesbian Ads The MSGM FW14 Campaign Stars Couple Antonina Petkovic and Kate Bogucharskaia By Meghan Young | Published 2014-06-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/msgm-fw14 References: [fashiongonerogue](http://www.fashiongonerogue.com/msgm-gay-fall-2014-campaign-antonina-kate/) & [msgm.it](http://msgm.it) The MSGM FW14 ad campaign is making a powerful statement. Although it isn't the first time that a fashion brand has enlisted gay models for its photoshoots, the overtly loving and sensual poses is somewhat new. Yes, no one is a stranger to sapphic editorials, yet knowing that the models are a real-life couple gives the MSGM FW14 campaign a bigger impact. Shot by photographer Giampaolo Sgura, the MSGM FW14 [ad campaign stars models](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam) Antonina Petkovic and Kate Bogucharskaia. Clad in hooded jackets, heart-adorned coats and trenches, they embraces beautifully for the camera and their audience. By focusing on [intimate and positive imagery](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty) of [same-sex relationships on a commercial level](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians), the Italian brand takes a strong stance against inequality and discrimination. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 53% | Activity: 61% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: 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 - **Positive Representation:** Disruptive innovation opportunity: Creating more diverse and inclusive advertising campaigns that authentically represent relationships from different backgrounds and orientations. - **Celebrating Love:** Disruptive innovation opportunity: Promoting love and acceptance through advertising by showcasing real-life couples and their stories. - **Challenging Norms:** Disruptive innovation opportunity: Pushing the boundaries of traditional fashion advertising by featuring more unconventional and non-stereotypical couples. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunity: Incorporating diverse and inclusive representations in fashion advertising to tap into a wider consumer base. - **Advertising:** Disruptive innovation opportunity: Reimagining advertising strategies to challenge societal norms and promote love and acceptance. - **LGBTQ+ Rights:** Disruptive innovation opportunity: Partnering with fashion brands to advocate for LGBTQ+ rights and equality through advertising campaigns. ## Related on Trend Hunter - [Luxury Valentine’s Day Campaigns](https://www.trendhunter.com/trends/together-valentines-day.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Collective Brand Identity-Promoting Campaigns](https://www.trendhunter.com/trends/la-famiglia-campaign.md) - [Celebratory LGBTQ Haircare Campaigns](https://www.trendhunter.com/trends/pantene-beautifulgbtq-campaign.md) - [Love-Centric Public Service Announcements](https://www.trendhunter.com/trends/love-has-no-labels1.md)