# Pageant-Inspired Fashion Ads The NK Sweden Spring 2012 Campaign Stars Madelene de la Motte By Meghan Young | Published 2012-03-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nk-sweden-spring-2012-campaign References: [fashiongonerogue](http://fashiongonerogue.com/madelene-de-la-motte-marcus-ohlsson-nk-stil-spring-2012/) & [nk.se](http://www.nk.se/en/nk-stockholm/) Inspired by beauty pageants, the NK Sweden Spring 2012 campaign is cleverly quirky and eccentrically styled. By embracing various titles such as Miss America, Miss Britain and Miss Italy, the ad campaign shows that this fashion retailer has an international appeal that can be mixed and matched for various personalities. For instance, Miss France has a cute and classic Parisian flair with her short bob and a-line dress while Miss Sweden is sophisticated in a minimalist caped gown. The NK Sweden Spring 2012 campaign was lensed by Swedish photographer Marcus Ohlsson with creative direction by Garbergs. Stylist Naomi Itkes clad chameleon model Madelene de la Motte in pieces from [Burberry](https://www.trendhunter.com/trends/london-commute), [Marni](https://www.trendhunter.com/trends/marni-springsummer) and [Acne](https://www.trendhunter.com/trends/salute-the-detail), completing the looks with simple white sashes. Mike Lundgren and Katarina Håkansson were responsible for the transformative hair and makeup. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 73% | Activity: 64% | Freshness: 8% - Audience gender: 10% men, 90% 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 ### Key Themes Behind This Trend - **Pageant-inspired Fashion:** Disruptive innovation opportunity for fashion retailers to showcase their clothing line with creative concepts inspired by beauty pageants that can appeal globally. - **Quirky Ad Campaigns:** Disruptive innovation opportunity for marketers to create ad campaigns that embrace unique and unconventional concepts, leaving a long-lasting impression on the audience. - **Chameleon Models:** Disruptive innovation opportunity for fashion brands and photographers to showcase their clothing line with models who can transform their look to fit multiple titles/roles. ### Where This Applies - **Fashion Retail:** Fashion retailers can benefit from this trend by incorporating creative themes inspired by beauty pageants into their ad campaigns to appeal to a global audience. - **Marketing:** Marketers can use quirky, unconventional concepts like beauty pageants to create ad campaigns that will leave a lasting impression on the audience. - **Fashion Photography:** Fashion photographers can benefit from this trend by using chameleon models who can transform their look to fit multiple titles/roles in a single photoshoot, creating diversity in their work. ## Related on Trend Hunter - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Whimsical Spring Apparel](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md)