# Competitive Pageantry Campaigns The NL Spring/Summer 2012 Ad Features International Fashions By Jana Pijak | Published 2012-03-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nl-spring-summer-2012 References: [thefashionisto](http://thefashionisto.com/christian-larsson-roger-d-ben-palmer-by-marcus-ohlsson-for-nl-springsummer-2012-campaign/) & [yunlukas](http://yunlukas.com/2012/03/30/nl-springsummer-2012-campaign/) Starring Christian Larsson, Roger D and Ben Palmer, the NL Spring/Summer 2012 ad campaign is lensed by Marcus Ohlsson. Showcasing a slew of classically cut menswear staples, this alluring advertorial shines a spotlight on [tailored suiting](https://www.trendhunter.com/trends/louis-vuitton-ss26), lightweight knits and luxe leathers. With art direction by Gar­bergs, this competitive cam­paign showcases the latest styles from Swedish retailer [NK](https://www.trendhunter.com/trends/expdrn-prismatic-lab). Inspired by friendly competition, this ad campaign pays tribute to the Mr. Universe contest. Styled by Naomi Itkes, the models sport designer looks from the likes of JiIl Sander, Paul Smith and Tiger of Sweden among others. Representing Britain, America and France, these duelling models display dapper classics that will never go out of style. From classic stripes and biker jackets to a punk-rock aesthetic, the NL Spring/Summer 2012 ad campaign highlights global glamor. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 37% | Activity: 33% | Freshness: 8% - Audience gender: 90% men, 10% 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) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Friendly Rivalry Advertising:** Incorporate elements of friendly competition in advertising campaigns to grab consumers' attention. - **Global-inspired Menswear:** Feature classic menswear staples with global influences to appeal to diverse audiences. - **Youthful Classicism Fashion:** Blend classic designs with contemporary styles to appeal to younger generations seeking timeless fashion choices. ### Who This Affects Most - **Fashion:** Fashion retailers can implement friendly competition themes and global influences when marketing classic menswear staples. - **Advertising:** The concept of friendly competition can be used creatively for new advertising campaigns across various industries. - **Retail:** Retailers can attract younger generations by offering classic designs with a youthful and contemporary twist. ## Related on Trend Hunter - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Luxe Formal Menswear Campaign](https://www.trendhunter.com/trends/louis-vuitton-ss26.md) - [Parisian Sophisticated Fall Fashion](https://www.trendhunter.com/trends/nn07.md) - [Travel Gear Campaigns](https://www.trendhunter.com/trends/alpha-collection-1.md) - [Seasonal Fashion Campaign](https://www.trendhunter.com/trends/y3-ss26.md)