# Green Thumb Fashion Ads The Paul & Joe Spring 2013 Campaign Stars a Seductive Carolyn Murphy By Meghan Young | Published 2013-01-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/paul-joe-spring-2013 References: [fashiongonerogue](http://fashiongonerogue.com/paul-joe-enlists-carolyn-murphy-for-spring-2013-campaign/) & [paulandjoe](http://www.paulandjoe.com/) Inspired by the predominance of [floral patterns](https://www.trendhunter.com/trends/burberry-x-highgrove) in the [Paul & Joe](https://www.trendhunter.com/trends/bonsoirs) Spring 2013 collection, the accompanying ad campaign follows a gardening theme. Of course, model Carolyn Murphy isn't the average gardener. She might have a green thumb, but that doesn't seem very evident in the glamorously languid shots. Instead, it looks like she may be a bored housewife trying to attract a young landscaper. The Paul & Joe Spring 2013 ad campaign was lensed by photographer Mikael Jansson. The blonde beauty was outfitted by stylist Karl Templer, who concentrated on showcasing the collection's [feminine and relaxed pieces](https://www.trendhunter.com/trends/contemporary-femininity). Captured at night, the bright whites of the elegant ensembles stand out even more. The languishing looks in the Paul & Joe Spring 2013 ad campaign were perfected with full makeup and windswept hair. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 83% | Activity: 68% | 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 ### Why This Trend Is Growing - **Floral Fashion:** Opportunity for incorporating floral patterns and themes into fashion designs to create captivating and visually appealing collections. - **Gardening-themed Campaigns:** Potential for brands to create advertising campaigns inspired by gardening, using unconventional settings and narratives to capture attention and create intrigue. - **Luxe Leisurewear:** Growing market for feminine and relaxed pieces that offer comfort without compromising style, presenting opportunities for brands to tap into the demand. ### Industries Being Reshaped - **Fashion:** Incorporating floral patterns and themes in fashion designs to create captivating collections that resonate with consumers' love for nature and aesthetics. - **Advertising and Marketing:** Exploring gardening-themed campaigns that offer fresh and unexpected narratives to engage audiences and differentiate brands from competitors. - **Leisurewear:** Developing luxe leisurewear options that embrace femininity and relaxation, catering to the growing demand for stylish and comfortable clothing. ## Related on Trend Hunter - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Flora-Inspired Body Autonomy Campaigns](https://www.trendhunter.com/trends/full-bush-summer.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Botanically Inspired Fashion Lines](https://www.trendhunter.com/trends/burberry-x-highgrove.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Concept Eyewear Campaigns](https://www.trendhunter.com/trends/bouquet-collection-1.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Whimsical Spring Apparel](https://www.trendhunter.com/trends/Anna-Suis-SpringSummer-2025.md)