# Countryside Lifestyle Shoots Emma Summerton Channels 'Primitive Echoes' in Vogue Nippon By Marissa Brassfield | Published 2009-11-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/primitive-echoes References: [fashiongonerogue](http://fashiongonerogue.com/2009/11/vogue-nippon-january-melodie-janete-by-emma-summerton/) & [vogue.co.jp](http://www.vogue.co.jp/) Most metropolitan folks live in a world that's a far cry from the picturesque countryside Emma Summerton captures in 'Primitive Echoes' for [Vogue](https://www.trendhunter.com/trends/nft-collection2) Nippon. Melodie Dagault and Janete Friedrich are dressed in chic thigh-high [Prada](https://www.trendhunter.com/trends/dimensions-eyeshadow-palette) boots and retro lingerie curated by stylist Charlotte Stockdale for 'Primitive Echoes.' After you check out the 'Primitive Echoes' editorial in Vogue Nippon, keep clicking for more [countryside fashion features](https://www.trendhunter.com/trends/rustic-retreat). **Implications** - As North American society becomes more modernized, consumers now idealize rural and suburban areas as locations of escapism. Corporations looking for a cheap alternative to fantastical advertising can get similar results by setting campaigns within grassy locations that are outside highly populated areas and cities. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 54% | Activity: 33% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - 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 - **Countryside Escapism:** As consumers idealize rural and suburban areas as locations of escapism, corporations can set campaigns within grassy locations outside highly populated areas. - **Rural Chic Fashion:** There is an opportunity for fashion brands to capitalize on the idealization of rural areas by creating clothing lines and campaigns that feature rural chic fashion. - **Natural Backdrops:** With the rise of countryside lifestyle shoots, there is a demand for natural backdrops in photography and video production. ### Industries Being Reshaped - **Fashion:** Fashion brands have opportunities to create clothing lines and campaigns that feature rural chic fashion. - **Photography and Videography:** With the rise of countryside lifestyle shoots, there is a demand for natural backdrops in photography and video production. - **Advertising and Marketing:** Corporations can use countryside locations as a cheaper alternative to fantastical advertising, as consumers idealize rural and suburban areas as locations of escapism. ## Related on Trend Hunter - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.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) - [Gingham-Forward Apparel Edits](https://www.trendhunter.com/trends/maison-amorys-gingham-edit.md) - [Countryside-Inspired Natural Textile Capsules](https://www.trendhunter.com/trends/rustic-retreat.md) - [Camp-Inspired Fashion Capsules](https://www.trendhunter.com/trends/summer-outdoor.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Empowering Fashion Campaigns](https://www.trendhunter.com/trends/on-your-own-time.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md)