# Rooftop Footwear Ads The RMK SS12/13 Campaign Stars a Feminine Anja Konstantinova By Meghan Young | Published 2012-09-01 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rmk-ss1213-campaign References: [fashionising](http://www.fashionising.com/pictures/b--anja-konstantinova-brightens-up-melbourne-for-rmk-28752.html) & [rmkshoes](http://www.rmkshoes.com) The RMK SS12/13 campaign takes place on the graffitied alleys and sundrenched rooftop of Madame Brussels, a place so recognizably Melbournian that locals will feel a kinship with it immediately. Once that bit of sentimentality is out of the way, they will be able to focus on what everyone else will be paying attention to: [the footwear](https://www.trendhunter.com/trends/make-your-way-campaign). Modern and feminine, these [high heels](https://www.trendhunter.com/trends/sergio-rossi) are made for the contemporary woman. Shot by blogger and photographer Zanita Morgan, the RMK SS12/13 campaign stars model Anja Konstantinova. The Aussie beauty was styled by Peter Simon Phillips. He outfitted her in equally [feminine ensembles](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam) in order to bring out this quality in the shoes. Full of bright neons and graphic prints, the ad campaign is a visual treat. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 78% | Activity: 81% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## 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 - **Rooftop Advertising:** Opportunity for brands to utilize rooftops as unique and eye-catching spaces for advertising. - **Street Art Collaborations:** Potential for brands to partner with graffiti artists to create visually stunning campaigns in urban settings. - **Feminine Footwear:** Growing demand for elegant and modern shoe designs that cater to the contemporary woman. ### Sectors Adopting This - **Fashion:** Fashion brands can tap into rooftop advertising and collaborate with street artists to showcase their latest collections. - **Outdoor Advertising:** Outdoor advertising companies can explore the trend of rooftop advertising for clients looking for innovative and impactful ways to reach their target audience. - **Art and Design:** Art and design industries can collaborate with fashion brands to create visually striking campaigns that incorporate street art and showcase feminine footwear. ## Related on Trend Hunter - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Iconic Shoe Campaigns](https://www.trendhunter.com/trends/amina-muaddis-fallwinter-2023.md) - [Comfort-Focused Footwear Ads](https://www.trendhunter.com/trends/aldo-spring-2024-campaign.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Global Tasmanian Footwear Campaigns](https://www.trendhunter.com/trends/well-worn-campaign.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md) - [Actress-Starring Clog Campaigns](https://www.trendhunter.com/trends/mcm-x-crocs-campaign.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md)