# Genre-Defying Photos 'Pretty Much Everything' Houses the Stunning Work of Lamsweerde and Matadin By Felicia Moursalien | Published 2012-01-02 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/pretty-much-everything References: [tmagazine.blogs.nytimes](http://tmagazine.blogs.nytimes.com/2011/12/28/photographers-without-borders/) & [taschen](http://www.taschen.com/pages/en/catalogue/photography/all/06352/facts.inez_van_lamsweerde_vinoodh_matadin_pretty_much_everything.htm) Dutch photographer duo Ines Van Lamsweerde and Vinoodh Matadin are two artists who have a shared vision of photography, [fashion and culture](https://www.trendhunter.com/trends/balenciaga-by-demna), and 'Pretty Much Everything' is the first collection of their ravishing work. As its name implies, it features pretty much everything the duo have done over the last two decades, from campaigns for Givenchy to their portrait of Bjork. The two photographers have become famous for bringing their distinct sense of design and aesthetic archictecture to all the work they've done. Their work ranges from [ad campaigns to editorials](https://www.trendhunter.com/trends/winter-2025-campaign) and have been seen on the [walls of museums](https://www.trendhunter.com/trends/photography-seoul-museum-of-art). Pretty Much Everything houses 666 pieces and sells for $700. There is a juxtaposition reoccurring through the artists' work too. While being interviewed for the [New York Times](http://tmagazine.blogs.nytimes.com/2011/12/28/photographers-without-borders/), the duo stated, "We’re always trying to reinvent ourselves. For us there’s always this sense of duality, there’s always a tension between the beautiful and the grotesque, the spiritual and the mundane, high fashion and low fashion, male and female." ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 90% | Activity: 77% | Freshness: 8% - Audience gender: 50% men, 50% 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 ### Key Themes Behind This Trend - **Genre-defying Photography:** Opportunity to explore new ways of combining different genres in photography to create unique and captivating images. - **Juxtaposition Art:** Opportunity to combine contrasting elements in art to create visual contrast and tension. - **Integrated Fashion Campaigns:** Opportunity to collaborate with fashion brands to create integrated campaigns that blend photography, fashion, and cultural elements. ### Where This Applies - **Fashion Photography:** Opportunity to incorporate unique and diverse elements into fashion photography to create captivating images that stand out. - **Art and Museum Exhibits:** Opportunity to showcase genre-defying photography in art and museum exhibits to challenge traditional perceptions of art. - **Marketing and Advertising Campaigns:** Opportunity to collaborate with diverse creatives to create integrated campaigns that stand out from the crowd. ## Related on Trend Hunter - [British Youth-Culture Photography Books](https://www.trendhunter.com/trends/home-and-away.md) - [Celebratory Gallery Anniversary Capsules](https://www.trendhunter.com/trends/anniversary-collections.md) - [Unretouched Photography Books](https://www.trendhunter.com/trends/dove-reimagine-beauty.md) - [Multi-Designer Furniture Capsules](https://www.trendhunter.com/trends/st-vincents.md) - [Home-Defining Artistic Flags](https://www.trendhunter.com/trends/everything-is-temporary.md) - [Three-Part Photography Exhibits](https://www.trendhunter.com/trends/rhinoceros-gallery1.md) - [Whimsically Vibrant Exhibitions](https://www.trendhunter.com/trends/colorama.md) - [Collaborative Designer Art Exhibitions](https://www.trendhunter.com/trends/just-like-heaven-art-exhibition.md) - [Painting-Immersive Photo Exhibits](https://www.trendhunter.com/trends/new-ground-exhibition.md)