# Dusty Desert Runways The Nakkna SS10 Collection is Consumed by a Sand Storm By Meghan Young | Published 2010-08-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nakkna-ss10 References: [stylebubble](http://www.stylebubble.co.uk/style_bubble/2010/08/i-got-sand-in-my-eyes.html) & [mercedesbenzfashionweek.se](http://www.mercedesbenzfashionweek.se/extra/faq/?module_instance=7&action=question_show&id=1714) [Runway shows](https://www.trendhunter.com/trends/wild-rose-sparrow) seem to be focusing more on the theatrics rather than the designs of late, as evidenced by the Nakkna SS10 catwalk. Shown at the Mercedes Benz Fashion Week in Stockholm, the models strutted their stuff in a full-blown sand storm. Complementing the [desert-hued fashion](https://www.trendhunter.com/trends/rudsak-ss25-collection) nicely, the collection shone. I wonder whether or not the dust got into the eyes of not only the models, but the spectators as well. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 7% | Activity: 5% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## 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 - **Theatrical Runway Shows:** Brands can create an immersive experience for their attendees by incorporating unusual elements into their runway shows. - **Desert-inspired Fashion:** Designers can incorporate the natural colors, textures, and elements of the desert into their collections to create a unique and eye-catching aesthetic. - **Unconventional Presentations:** Brands can experiment with presenting their collections in unusual locations or with unexpected props to make their presentations more memorable. ### Industries Being Reshaped - **Fashion:** Fashion designers can create unique collections and runway shows by drawing inspiration from unconventional sources. - **Event Production:** Event producers can help brands create and execute memorable runway shows and presentations that incorporate unexpected elements. - **Marketing and Advertising:** Marketers and advertisers can use unconventional runway shows and presentations as a way to increase brand awareness and generate buzz. ## Related on Trend Hunter - [High Fashion Mud Runways](https://www.trendhunter.com/trends/balenciaga-2023-runway.md) - [Pixelated Runway Displays](https://www.trendhunter.com/trends/pixelated.md) - [Desert-Inspired Fashion Collections](https://www.trendhunter.com/trends/rudsak-ss25-collection.md) - [Minimalist Gallery Runways](https://www.trendhunter.com/trends/saint-laurent-springsummer-2024.md) - [Whimsical Feminine Runway Shows](https://www.trendhunter.com/trends/wild-rose-sparrow.md) - [Sustainably-Focused Experimental Fashion](https://www.trendhunter.com/trends/upcycled-fashion-collection.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Edgy Backpack-Centric Fashion Shows](https://www.trendhunter.com/trends/at-the-edge-of-time.md) - [Dynamic Fall-Centric Fashion Shows](https://www.trendhunter.com/trends/jordanluca-1.md)