# Stylishly Sinister Photoshoots The Purple Fashion Off the Black Editorial Features a Dark Mood By Jordy E | Published 2013-03-26 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/off-the-black References: [mode.newslicious.net](http://mode.newslicious.net/2013/03/off-black-lily-mcmenamy-by-olivier-zahm.html) & [purple.fr](http://www.purple.fr) The Purple Fashion Off The Black editorial is characterized by a dreary and arguably sinister mood. Model Lily McMenamy looks much like a witch in the series which was orchestrated by photographer Olivier Zahm. Zahm chose to work with [black and white finishes](https://www.trendhunter.com/trends/jiyongkim-fw25) only, an ironic choice given the Off The Black title. He nonetheless made the apparel displayed come alive with the help of stylist Marine Braunschvig. Executed on behalf of Braunschvig were a series of [Wednesday Adams-esque ensembles](https://www.trendhunter.com/trends/wednesday-capsule). This came to the Purple Fashion fore via McMenamy's wide brimmed witch hats, elongated floor-length dresses and layered frocks. When paired with make up artist Sergio Corvacho's dark eyeliner, she looked like the [prototypical image of grunge](https://www.trendhunter.com/trends/the-october-collection). ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 74% | Activity: 69% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### Why This Trend Is Growing - **Dark Fashion:** Disruptive innovation opportunity: Explore sustainable materials and technology for creating eco-friendly dark-themed apparel. - **Grunge Revival:** Disruptive innovation opportunity: Develop a modernized grunge fashion line that incorporates elements of nostalgia with contemporary design. - **Monochromatic Photography:** Disruptive innovation opportunity: Combine monochromatic photography with augmented reality to create immersive visual experiences for fashion editorials. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Integrate virtual reality technology into the fashion industry to enhance online shopping experiences. - **Photography:** Disruptive innovation opportunity: Develop AI-powered photo editing software that automatically enhances black and white images for a unique artistic effect. - **Makeup:** Disruptive innovation opportunity: Create cruelty-free and vegan makeup products specifically designed to achieve the grunge-inspired dark and edgy look. ## Related on Trend Hunter - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Holiday-Inspired Evening Wear Campaigns](https://www.trendhunter.com/trends/mcqueen-holiday-2025.md) - [Dark Collab Footwear](https://www.trendhunter.com/trends/midnightblack-collection.md) - [90s Grunge-Inspired Fall Apparel](https://www.trendhunter.com/trends/the-october-collection.md) - [Dark Musical-Film-Inspired Capsules](https://www.trendhunter.com/trends/land-of-oz.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md)