# Freaky Futuristic Photoshoots The Unusual On/Off ‘A New Kind Of Love' AW 2011 Spread By Renee Ramsarran | Published 2011-02-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/on-off-a-new-kind-of-love-aw-2011 References: [ftape](http://www.ftape.com/colab/?portfolio=a-new-kind-of-love-onoff-aw11-preview) & [onoff](http://www.onoff.tv/feb11/) The On/Off 'A New Kind Of Love' AW 2011 editorial works with some of the most fashion-forward designers in the UK. Their brilliant fashion collections take center stage in this [futuristic series](https://www.trendhunter.com/trends/the-future-is-not-set). The wardrobe includes the likes of Ada Zanditon, Hesan Hejazi and Charlie Le Mindu. The rose-hued 'A New Kind Of Love' AW 2011 breaks the [conventions of romance and fashion](https://www.trendhunter.com/trends/london-a-love-affair) in this highly unusual photoshoot. **Implications** - In a culture overwhelmed with marketing, one of the best ways for a brand to differentiate itself from other products in its field is by creating advertising that features effervescent colors, radical designs, or unusual imagery. By investing in an ad that is visually arresting and non-traditional, the brand stands a good chance of distinguishing itself from competitors. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 93% | Activity: 85% | Freshness: 8% - Audience gender: 10% men, 90% 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) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What Makes This Trend Stand Out - **Non-traditional Advertising:** Creating visually arresting and unconventional ads help brands differentiate themselves from competitors. - **Futuristic Fashion:** Focusing on fashion-forward and futuristic designs can attract consumers who are interested in cutting-edge style. - **Unconventional Photography:** Using unusual imagery in photoshoots can create a unique and memorable brand image. ### Sectors Adopting This - **Fashion:** The fashion industry can benefit from incorporating futuristic designs into their collections and advertising. - **Advertising:** The advertising industry can capitalize on the demand for non-traditional and visually striking ads. - **Photography:** Photographers can create innovative and memorable ads by using unconventional imagery. ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Futuristic Statement Fashion](https://www.trendhunter.com/trends/the-future-is-not-set.md) - [Concept Eyewear Campaigns](https://www.trendhunter.com/trends/bouquet-collection-1.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Holiday-Inspired Evening Wear Campaigns](https://www.trendhunter.com/trends/mcqueen-holiday-2025.md)