# Handstand Competition Campaigns The Paul Smith Spring 2011 Swim Ads Feature Oliver Cheshire By Marissa Brassfield | Published 2011-06-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/paul-smith-spring-2011-swim References: [thefashionisto](http://thefashionisto.com/oliver-cheshire-for-paul-smith-spring-2011-swim-campaign/) & [paulsmith](http://www.paulsmith.co.uk/) Oliver Cheshire is one of the chiseled faces in these Paul Smith Spring 2011 Swim ads. Unlike our [previous feature](http://www.trendhunter.com/trends/rapha-paul-smith-ss-2011) of this label's Spring 2011 lookbook, this pictorial takes place on the shores of a picturesque beach. The campaign's photographer used a vintage filter to make the shots appear more retro, a detail that makes the crystal-clear water and fine sand in the background even more beautiful. The models play in the sand, wade in the water and skip rocks, reinforcing the effortlessly chic aesthetic of the Paul Smith Spring 2011 Swim collection. The fashion featured in the campaign is classic and universally flattering. Hemlines for [men's boardshorts](https://www.trendhunter.com/trends/dandy-del-mar) hit about mid-thigh, which matches the knee-baring theme seen in other spring collections. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 48% | Activity: 27% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - 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 - **Retro Photo Filters in Ad Campaigns:** Ad campaigns are using retro photo filters to add a vintage vibe to their promotions. - **Effortlessly Chic Aesthetic in Fashion:** Fashion designers are embracing an effortlessly chic aesthetic, using classic styles that are universally flattering. - **Mid-thigh Length Men's Boardshorts:** Fashion designers are opting for mid-thigh length men's boardshorts to match the knee-baring theme seen in other spring collections. ### Sectors Adopting This - **Fashion:** Fashion designers can experiment with retro photo filters and classic styles to create a vintage and effortlessly chic aesthetic. - **Photography:** Photographers can offer their services to ad campaigns looking for a retro or vintage vibe in their promotions. - **Beachwear:** Beachwear companies can consider mid-thigh length men's boardshorts to keep up with the latest fashion trends. ## Related on Trend Hunter - [Cheeky Swimmer Spirit Campaigns](https://www.trendhunter.com/trends/tom-daley-and-malibu.md) - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Athlete Swimwear Knit Fusion](https://www.trendhunter.com/trends/tom-daley-swimwear.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Streetwear Label Expansions](https://www.trendhunter.com/trends/ksubi-unveils-kswim.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Statement Outdoor Furniture Collections](https://www.trendhunter.com/trends/de-padova.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Safe Consumption Swimmer Campaigns](https://www.trendhunter.com/trends/malibu-dont-drink-and-dive.md)