# Natural Tomboy Lookbooks The Myrtle Fall/Winter 2012 Display is Rough Around the Edges By Jordy E | Published 2012-10-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/myrtle-fallwinter-2012 References: [missmoss.co.za](http://www.missmoss.co.za/2012/10/03/myrtle-fw-12/) & [myrtlela](http://www.myrtlela.com/) The Los Angeles based retail store Myrtle has released a muted, tomboy-inspired lookbook for its [Fall/Winter 2012 collection](https://www.trendhunter.com/trends/siegelman-stable-1). The clothing hub assembles pieces from the lines of Ermie, Elkin, Feral Childe and Samantha Pleet to name a few, making it a one stop shop for this in search of an eclectic boutique. The young women in this Myrtle Fall/Winter 2012 display let their hair down, both literally and figuratively. They are anything but phased by the camera as they posed confidently sans makeup, leaning up nonchalantly against cracked concrete walls and weathered wood doors. This [no-nonsense approach to fashion](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit) is refreshing. Myrtle sticks to the basics, showcasing the brand's [collection of apparel](https://www.trendhunter.com/trends/uniqlo-u-fw24) without the need or desire to embellish the clothing with elaborate backdrops or cosmetics. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 82% | Activity: 76% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - 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 ### Why This Trend Is Growing - **Muted Tomboy Style:** Opportunity for brands to capitalize on the trend of minimalistic, tomboy-inspired fashion and offer clothing options that prioritize comfort and simplicity. - **No-makeup Confidence:** Potential for beauty companies to cater to the growing demand for natural beauty by promoting minimal makeup looks and products that enhance natural features. - **Authentic Fashion Display:** Disruptive opportunity for retailers to create more relatable and authentic fashion displays that appeal to consumers looking for genuine representation in advertising. ### Industries Being Reshaped - **Fashion Retail:** Retailers can seize the trend of muted tomboy style by curating collections that feature comfortable, gender-neutral clothing options. - **Beauty:** Beauty industry can tap into the no-makeup confidence trend by developing and marketing products that enhance natural beauty and promote a minimalistic approach to makeup. - **Advertising:** Ad agencies and brands can disrupt the industry by creating more authentic and relatable fashion displays that resonate with consumers seeking genuine representation. ## Related on Trend Hunter - [90s Grunge-Inspired Fall Apparel](https://www.trendhunter.com/trends/the-october-collection.md) - [Seasonal Womenswear Collections](https://www.trendhunter.com/trends/artless-forevers-fall-25.md) - [Seaside-Influenced Fall Menswear](https://www.trendhunter.com/trends/fort-2.md) - [Scrapbook-Inspired Fall Fashion](https://www.trendhunter.com/trends/creative-class-uniform.md) - [Minimally Elegant Fall-Ready Fashion](https://www.trendhunter.com/trends/studio-nicholson-1.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Identity-Exploring Clothing](https://www.trendhunter.com/trends/shapes-we-take.md) - [Seasonal Fashion Collections](https://www.trendhunter.com/trends/siegelman-stable-1.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md)