# Effortlessly Sensual Swimwear Ads The Oysho Summer 2014 Campaign Stars Karmen Pedaru By Meghan Young | Published 2014-03-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/oysho-summer-2014 References: [fashiongonerogue](http://www.fashiongonerogue.com/karmen-pedaru-poses-swimwear-oysho-summer-2014-campaign/) & [oysho](http://www.oysho.com) Effortlessly sexy, the Oysho Summer 2014 ad campaign gives the [stylish swimwear looks](https://www.trendhunter.com/trends/dandy-del-mar) a laid-back appeal so as to embrace a girl-next-door vibe many people will find even more attractive than the classic beach babe one. It helps that Estonian model Karmen Pedaru has a golden glow about her thanks to her bronzed skin and sun-kissed locks. The Oysho Summer 2014 ad campaign was shot by photographer Alasdair McLellan in Fuerteventura, which is one of the Canary Islands. The [sun-drenched images](https://www.trendhunter.com/trends/golden-hour-getaway-collection) toggle between seductive, care-free and even at times jubilant. The face of Michael Kors showcases a range of looks involving [bikini styles](https://www.trendhunter.com/trends/triangls-mirage-drop), loose-fitting rompers and beach cover-up looks. The windy days and sandy shores complement the summer outfits perfectly. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 72% | Activity: 80% | 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) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Effortless Swimwear:** Embrace an easier and more 'girl-next-door' vibe with laid-back, care-free swimwear looks. - **Sun-kissed Campaigns:** Take advantage of the bronzed skin and sun-kissed locks of models to showcase swimwear designs. - **Sensual Photography:** Use seductive and jubilant imagery to convey the alluring appeal of your swimwear brand. ### Sectors Adopting This - **Fashion:** Innovate swimwear designs that capture a relaxed and approachable vibe, leveraging sun-kissed models and sensual photography. - **Photography:** Emphasize the care-free sensuality of summer, taking advantage of sunny locations, sandy beaches, and windswept hair. - **Travel:** Partner with photo shoots in exotic locations to showcase swimwear designs that embody the spirit of vacations and care-free adventures. ## Related on Trend Hunter - [Stylish Holiday-Ready Apparel](https://www.trendhunter.com/trends/bain-de-minuit.md) - [Celebrity Swimwear Collections](https://www.trendhunter.com/trends/swim-line.md) - [Italian Swimwear Capsules](https://www.trendhunter.com/trends/oseree.md) - [Streetwear Label Expansions](https://www.trendhunter.com/trends/ksubi-unveils-kswim.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Island-Inspired Summer Wear](https://www.trendhunter.com/trends/sel-de-mer.md) - [Italian Summer Swimwear](https://www.trendhunter.com/trends/soeur.md) - [Enchanting Mediterranean Swim Collections](https://www.trendhunter.com/trends/casa-del-sol-collection.md) - [Collaborative Luxe Swimwear](https://www.trendhunter.com/trends/adriana-degreas-x-sabine-getty.md)