# Anti-Stepford Wife Fashion The Phiney Pet AW14 Catalog Sends a Stylishly Strong Message By Meghan Young | Published 2014-05-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/phiney-pet-aw14 References: [stylebubble](http://www.stylebubble.co.uk/style_bubble/2014/05/all-drawn-out-again.html) & [agneskotwinska.4ormat](http://agneskotwinska.4ormat.com) While many editorials and [fashion campaigns](https://www.trendhunter.com/trends/on-your-own-time) embrace the iconic Stepford wife theme, especially since the AMC hit television show 'Mad Men' hit airwaves, the Phiney Pet AW14 collection positions itself at the other end of the spectrum. Although equally feminine, it is much more youthful and urban. Yet what really makes its anti-housewife stance stick out are its graphics that read “Housework Sucks”and “I need a real man.” The Phiney Pet AW14 collection is cleverly titled Deptford Wives. The lookbook mirrors the [bold, bright and modern designs](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit) of the clothing. Shot in studio against a bubblegum pink backdrop, it features [retro props](https://www.trendhunter.com/trends/prefall-2026-collection) such as old TVs, telephones and lampshades as well as speech bubble embellishments that read, “I speak my mind” and “Over it!". ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 59% | Activity: 53% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Anti-stepford Fashion:** Fashion brands are shifting towards anti-Stepford designs that embrace empowerment and individualism. - **Bold Youthful Graphics:** Bold and youthful graphics are becoming a staple in the fashion industry to reflect modern cultures and attitudes. - **Retro Props in Lookbooks:** Lookbooks are using retro props to complement designs and create a distinct visual impact. ### Where This Applies - **Fashion Industry:** The fashion industry is embracing disruptive innovation by moving towards designs that empower individualism and modern cultures. - **Advertising Industry:** The use of bold graphics in advertising campaigns is becoming increasingly popular to reflect modern attitudes and diverse perspectives. - **Photography Industry:** The photography industry can take advantage of the trend by incorporating retro props in photo shoots to create a distinct and visually appealing look. ## Related on Trend Hunter - [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) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Girlhood-Inspired Clothing Drops](https://www.trendhunter.com/trends/peachy-dens-sweet-cheeks.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md)