# Social Acceptance Fashion Ona Saez Says "I Am What I Am" For Fall/Winter 2009 By mediterranean | Published 2009-05-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ona-saez-i-am-what-i-am References: [homotography.blogspot](http://homotography.blogspot.com/2009/05/ona-saez-gustavo-di-mario-fall-winter.html) & [onasaez](http://onasaez.com/) Argentinean brand Ona Saez is promoting [individuality, freedom, tolerance and diversity](https://www.trendhunter.com/trends/adidas-originals-new-campaign) in their Fall/Winter 2009 ad campaign. Dubbed “Soy lo que Soy” (which means, 'I Am What I Am'), the designs of the collection have that slogan alongside 'Be Yourself' and icons of [various sexual preferences](https://www.trendhunter.com/trends/i-wool-survive). The ads use models of various races, sexual orientation and gender, with photography by Gustavo Di Mario. **Implications** - As society evolves and the importance of the individual is becoming more important than the group, fashion and art are integrating this change into their representations. With sexuality and gender becoming [more fluid, more flexible fashion choices](https://www.trendhunter.com/trends/sujitha-shivajothi) are emerging. Designers and artists alike will market their apparel to consumers in a more accepting and open way, drawing in a larger demographic of buyers. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 57% | Activity: 8% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Individuality Fashion:** Fashion brands are promoting individuality as a way of standing up for diversity and freedom. - **Diversity Representation Trend:** Brands are increasing their representation of diversity in their campaigns to tap into the market of people who want to be seen and heard. - **Fluid Gender Fashion:** As gender fluidity continues to gain acceptance, fashion designers are offering more flexible fashion choices. ### Who This Affects Most - **Fashion Industry:** Fashion industry has an opportunity to tap into the market of people who value individuality and diversity representation. - **Art Industry:** Art industry can use their creations to represent the shift in society towards freedom, tolerance, and diversity. - **Marketing and Advertising Industry:** Marketing and advertising industry can support the trend by showcasing diversity and individuality in campaigns. ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Inclusive Wardrobe Staples](https://www.trendhunter.com/trends/normform.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Expansive Pride Month Initiatives](https://www.trendhunter.com/trends/primark-pride-collection.md) - [Futuristic Statement Fashion](https://www.trendhunter.com/trends/the-future-is-not-set.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md)