# Self-Destructing Campaigns Rochambeau's Fall 2009 Ads Are Destined to Disintegrate By Marissa Brassfield | Published 2009-08-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rochambeau-fall-2009 References: [thefashionisto](http://thefashionisto.com/blog/2009/08/campaign-rochambeau-fall-2009/) & [rochambeau.us](http://rochambeau.us.com/) Rochambeau's Fall 2009 campaign is an unusual one that's guaranteed to get noticed. The New York-based label coated the pages of their entire [ad campaign](https://www.trendhunter.com/trends/asos-inspired-by) in a rusting agent. That's right--in time, liquid and metal foils will cause the lookbook to disintegrate. A social commentary on the [fleeting nature of fashion](https://www.trendhunter.com/trends/creative-class-uniform), perhaps? Rochambeau's Fall 2009 lookbook may be [self-destructive](https://www.trendhunter.com/trends/death-wishes-jacket), but it's sure to get some attention before it dissolves into the ether. Check out the highlighter-bright images in the gallery above. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 26% | Activity: 18% | 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) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Why This Trend Is Growing - **Degradable Ads:** Opportunity to develop ads or campaigns that are designed to biodegrade after a certain period of time, creating a sense of intrigue and urgency for the audience. - **Sustainable Fashion:** An opportunity to create campaigns that showcase the sustainable nature of clothing and fashion as well as the necessary actions to foster a change in the industry towards sustainability. - **Minimalist Marketing:** Opportunity for marketers to embrace the concept of minimalism and create campaigns that feature simple aesthetics rather than complex design and messaging. ### Industries Being Reshaped - **Fashion Industry:** An opportunity for fashion brands to create sustainable, eco-friendly advertising campaigns that complement their efforts for a greener world. - **Marketing Industry:** A chance for marketers to experiment with the concept of minimalism in advertising and extend the life cycle of advertising campaigns through its non-invasiveness. - **Eco-friendly Industry:** Opportunity to align with fashion and marketing industries that are taking strides towards becoming eco-friendly, such as reducing waste and carbon footprint in their advertising practices. ## Related on Trend Hunter - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Retail Overconsumption Campaigns](https://www.trendhunter.com/trends/coachtopia-1.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Reimagined Apparel Capsules](https://www.trendhunter.com/trends/gu-x-rokh.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Whimsical High-Fashion Holiday Campaigns](https://www.trendhunter.com/trends/roger-vivier-holiday-2025.md) - [Multi-Generation Footwear Campaigns](https://www.trendhunter.com/trends/will-your-wings.md) - [Futuristic Statement Fashion](https://www.trendhunter.com/trends/the-future-is-not-set.md)