# Utopic Romance Editorials The New Maison Kitsuné Campaign is Based in a Fictional City By Riley von Niessen | Published 2017-06-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/new-maison-kitsun References: [hypebae](https://hypebae.com/2017/6/maison-kitsune-2018-pre-spring-summer-collection) & [shop.kitsune.fr](https://shop.kitsune.fr/?djhbsf) For the 2018 pre-Spring/Summer season, a new [Maison Kitsuné](https://www.trendhunter.com/trends/barbour-and-maison-kitsun) campaign was launched. Like the French label's pre-Fall 2017 collection that was inspired by American superheroes, the shots that comprise the new campaign shows models in front of [cartoon-like backdrops](https://www.trendhunter.com/trends/roger-vivier-holiday-2025). With this, the label transports viewers to a fictional city called 'Romance,' which draws attention to the whimsicality of the apparel itself. Included in the new Maison Kitsuné collection are flowing geometric ensembles, classic wool sweaters, vintage-inspired polos, varsity jackets, [lightweight trench coats](https://www.trendhunter.com/trends/soeur-x-kway), and casual t-shirt dresses. While there's plenty of bold colorways that are complemented by geometric prints, there's also a variety of neutral pieces that help to tie the whole collection together for a more versatile result. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 90% | Activity: 58% | 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 ### Key Themes Behind This Trend - **Fictional City Advertising:** The concept of creating fictional cities in advertising campaigns can create a whimsical and immersive experience for consumers. - **Cartoon-like Backdrops:** Using cartoon-like backdrops in fashion campaigns adds a playful and eye-catching element to the visuals. - **Versatile Apparel Collections:** Designing apparel collections with a mix of bold colorways and neutral pieces provides consumers with versatile wardrobe options. ### Where This Applies - **Fashion and Apparel:** The fashion and apparel industry can adopt the concept of fictional city advertising to create captivating campaigns that resonate with consumers. - **Advertising and Marketing:** Advertising and marketing professionals can explore the use of cartoon-like backdrops to create visually appealing campaigns that capture consumers' attention. - **Retail and E-commerce:** Retailers and e-commerce platforms can benefit from offering versatile apparel collections that cater to diverse consumer preferences and style preferences. ## Related on Trend Hunter - [Tokyo-Inspired Collaborative Capsules](https://www.trendhunter.com/trends/topologie-and-maison-kitsun.md) - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Parisian Sophisticated Fall Fashion](https://www.trendhunter.com/trends/nn07.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Gingham-Forward Apparel Edits](https://www.trendhunter.com/trends/maison-amorys-gingham-edit.md) - [Fabric-Centric Spring Fashion Capsules](https://www.trendhunter.com/trends/sage-nation-5.md) - [Romantic Resort Collections](https://www.trendhunter.com/trends/kallmeyer-resort-2026-collection.md) - [Camo Print Summer Furniture](https://www.trendhunter.com/trends/maison-kitsune-1.md)