# Darkly Grim Photoshoots The Fall/Winter 2010/11 GQ Germany Spread Features Rick Owens' Dark Side By Kamal Musharbash | Published 2010-09-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rick-owens References: [coutequecoute.blogspot](http://coutequecoute.blogspot.com/2010/09/gq-style-germany-18-aw-201011-rick.html) & [rickowens.eu](http://www.rickowens.eu/) The Fall/Winter 2010/11 Rick Owens photo shoot in GQ Germany stirs up dark and grim thoughts as his designs continue to generate melancholy ideals. Labeled as the 'Prince of Darkness,' Owens' creations are genuinely different and unique. Shot by Asha Mines and Odile B. Schroder, the spread encompasses the on-going [dark trend](https://www.trendhunter.com/trends/khaotique-noir) that Rick Owens is infamous for. Rick Owens' designs foster a [unique following](https://www.trendhunter.com/trends/brucolic) as he provokes and stirs the fashion world. **Implications** - No longer looking for airy aesthetics, consumers are attracted to darker ones. Products that feature a statement-making style appeals to those shoppers who want to differentiate themselves from their fellow customers. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 44% | Activity: 23% | 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 ### Key Themes Behind This Trend - **Dark Aesthetics:** Shift in consumer preference from airy to darker aesthetics, opening up opportunities for unique and statement-making style products. - **Melancholic Ideals:** Preference for designs that evoke melancholy ideals, creating opportunities to cater to this emotional aesthetic. - **Individuality and Differentiation:** Increasing interest in fashion that allows consumers to differentiate themselves from others, creating space for statement-making and unique designs. ### Where This Applies - **Fashion and Apparel:** The fashion and apparel industry can cater to the growing interest in darker aesthetics and Melancholic Ideals to attract more consumers. - **Photography and Art:** Artists and photographers can utilize the growing interest in darker aesthetics to create visually stunning and captivating work. - **Design and Decor:** The design and decor industry can capitalize on the trend towards individuality and differentiation to provide unique and statement-making products. ## Related on Trend Hunter - [Elevated Industrial Boots](https://www.trendhunter.com/trends/rick-owens-x-dr-martens.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Avant Garde Seasonal Fashion](https://www.trendhunter.com/trends/brucolic.md) - [Bird Feather-Inspired Boots](https://www.trendhunter.com/trends/kiss-boots.md) - [Avant-Garde Dramatic Boots](https://www.trendhunter.com/trends/1460-dmxl-megalace.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Luxurious Luggage Team-Ups](https://www.trendhunter.com/trends/rimowa-8.md) - [Luxury Suitcase Collabs](https://www.trendhunter.com/trends/rimowa-x-rick-owens.md)