# Dark Flighty Fashion Ads The Proenza Schouler AW13 Campaign Stars Sasha Pivovarova By Meghan Young | Published 2013-07-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/proenza-schouler-aw13 References: [fashioncopious.typepad](http://fashioncopious.typepad.com/fashioncopious/2013/07/sasha-pivovarova-for-proenza-schouler-fw-1314-campaign-by-david-sims-.html) & [proenzaschouler](http://www.proenzaschouler.com) The Proenza Schouler AW13 ad campaign may have a dark edge, but it is inspired by all things soft and airy. As written on Fashion Copious, "The Fall Winter 2013 ad campaign explores the themes of softness of color, form and texture introduced in the runway show. The visuals explore the idea of air, using light and atmosphere to capture a mood." Shot by photographer David Sims, the Proenza Schouler AW13 ad campaign captures this mood by way of comparisons with flighty, feathery friends. Whether the images are abstract shots of wings or pixelated images of parrots, the idea is there. Model Sasha Pivovarova is cast in a soft light herself. Outfitted by stylist Marie Chaix, her [autumn looks](https://www.trendhunter.com/trends/mcqueen-holiday-2025) were perfected by hairstylist Paul Hanlon and makeup artist Diane Kendal. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 65% | Activity: 52% | 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 ### What Makes This Trend Stand Out - **Soft-edged Fashion Ads:** Fashion campaigns incorporating themes of softness introduced in the runway - **Atmospheric Visuals for Mood Creation:** Usage of light and atmosphere to capture a mood in fashion campaigns - **Animal-inspired Fashion Campaigns:** Using animals as props for fashion campaigns ### Sectors Adopting This - **Fashion Industry:** Incorporating new themes and ideas in fashion campaigns to capture mood and attention - **Photography Industry:** Creating visually stunning campaigns that utilize various techniques - **Beauty Industry:** Creating unique hair and makeup looks that complement the mood of the fashion campaign ## Related on Trend Hunter - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md)