# Mister Universe Editorials The Marcus Ohlsson for NK SS 2012 Lookbook is Dapper and Competitive By Sophia Pelka | Published 2012-04-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nk-ss-2012 References: [thefashionisto](http://thefashionisto.com/christian-larsson-roger-d-ben-palmer-by-marcus-ohlsson-for-nl-springsummer-2012-campaign/) & [nk.se](http://www.nk.se/en/nk-stockholm/) The NK SS 2012 editorial is dapper and competitive. The series features international models, exhibiting international fashions for the spot of Mr. World. The pageant theme is juxtaposed with the [highly masculine attire](https://www.trendhunter.com/trends/tough-guys-soft-sweaters). The line editorial features [leather jackets, blazers and hoodies](https://www.trendhunter.com/trends/nn07). Outfitted by stylist Naomi Itkes, the ensembles are sartorially centered and driven by [laid back structure](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit). Each look is effortlessly cool and suave. The shoot was lensed by photographer Mar­cus Ohls­son for Sweedish retailer NK. NK was founded in 1902 by Josef Sachs. The company aims to be the finest merchandiser in the world, fit under one roof. The department store is based in the Swedish capital, in a six-level house with over one hundred departments. The company is internationally conscious and boasts luxurious service at its best. The NK SS 2012 lookbook is sartorial and masculine. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 84% | Activity: 72% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, 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 - **Male Fashion Pageantry:** There is an opportunity to disrupt the traditional male fashion industry by blending pageantry with masculinity to appeal to a wider market. - **Effortlessly Cool Fashion:** There is an opportunity to disrupt the traditional high-end fashion industry by shifting the focus to more laid back, casual clothing that exudes confidence and coolness. - **International Men's Fashion:** There is an opportunity to disrupt the traditional men's fashion industry by providing a global, multicultural perspective on fashion that incorporates a wide variety of styles and influences from different regions of the world. ### Who This Affects Most - **Men's Fashion:** The traditional men's fashion industry can incorporate pageantry, casual fashion, and international styles to stay relevant and appeal to a wider audience. - **Department Stores:** Department stores can adopt a more international and multicultural perspective on fashion, offering a wider variety of styles and influences from around the world to keep up with changing trends and appeal to a wider range of customers. - **Fashion Photography:** Fashion photographers can work to capture the cool, confident vibe of these laid-back, sartorially-centered ensembles to showcase how fashion can make a man look effortless and confident. ## Related on Trend Hunter - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Parisian Sophisticated Fall Fashion](https://www.trendhunter.com/trends/nn07.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Evolutionary Menswear Fashion Shows](https://www.trendhunter.com/trends/ss-daley-1.md) - [Contemporary Fall-Centric Menswear](https://www.trendhunter.com/trends/latimmier.md) - [Sophisticated Menswear Runway Shows](https://www.trendhunter.com/trends/gucci-men.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md)