# Messy Morning Captures The Russh December/January 2012 Beauty Issue Gets Natural By Marriska Fernandes | Published 2011-12-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/russh-december-january-2012-beauty-issue References: [the-electric.blogspot](http://the-electric.blogspot.com/2011/12/over-her-shoulder.html) & [russhmagazine](http://www.russhmagazine.com/) What better way to capture natural beauty than at the break of dawn? This is demonstrated in the Russh December/January 2012 Beauty Issue, which features a shoot of ethereal, naturalistic beauty. Captured by Stephen Ward, the shoot takes the concept of "comfortable beauty" to a whole new level with morning light, [minimal makeup](https://www.trendhunter.com/trends/deglaze-my-makeup-with-me) and [messy bedhead](https://www.trendhunter.com/trends/alli-webb-launches-messy-hair-care). The editorial, tiled ‘Over My Shoulder,’ gets the model dressed in [comfortable nighttime wear](https://www.trendhunter.com/trends/velvet-heat) like shorts, shirts and other light, flowy pieces. Creative director Christine Thornton has successfully released a rather blissful and beautiful, muss-free issue. The Russh December/January 2012 Beauty Issue is sure to shake up the cosmetics and fashion industries with its disregard for conventionally decadent glamour. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 52% | Activity: 32% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - 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 - **Minimal Makeup Trend:** Disruptive innovation opportunity: Develop natural and minimalist beauty products that enhance the features of individuals without heavy makeup. - **Ethical Fashion Trend:** Disruptive innovation opportunity: Create comfortable and flowy nighttime wear using sustainable and eco-friendly materials. - **Morning Light Photography Trend:** Disruptive innovation opportunity: Offer photography services that specialize in capturing the natural beauty of individuals in morning light settings. ### Sectors Adopting This - **Cosmetics Industry:** Disruptive innovation opportunity: Introduce a line of natural and minimalist beauty products that cater to individuals looking for a more subtle and effortless beauty routine. - **Fashion Industry:** Disruptive innovation opportunity: Develop a range of sustainable and comfortable nighttime wear that combines style and eco-consciousness. - **Photography Industry:** Disruptive innovation opportunity: Create a niche photography service that focuses on capturing the ethereal beauty of individuals in morning light settings for editorial shoots and personal portraits. ## Related on Trend Hunter - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Edgy Cruelty-Free Cosmetics](https://www.trendhunter.com/trends/barry-m-beauty.md) - [Glow-Focused Beauty Campaigns](https://www.trendhunter.com/trends/glow-reimagined.md) - [Countryside-Inspired Natural Textile Capsules](https://www.trendhunter.com/trends/rustic-retreat.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Weather-Centric Beauty Collections](https://www.trendhunter.com/trends/newbeauty-winter-2024-testtube.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md)