# Gun Glorification Lookbooks Sandinista's Controversial Use of Weapons to Brand and Sell Clothing By Christina Butty | Published 2009-10-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sandinista-fall-09 References: [hypebeast](http://hypebeast.com/2009/10/sandinista-2009-fallwinter-quartermaster-corps-lookbook/) & [sndnst](http://www.sndnst.com/index.html) For Sandinista's Fall/ Winter '09 collection lookbook the brand went in a controversial direction by showing a young lad tinkering with a very big gun as well as carrying it in a backpack. Using shock to brand and sell and sell a product is nothing new, but this may be viewed as distasteful by some people. Just like the other [shocking ads](https://www.trendhunter.com/trends/dirty-looks) that came before it. Anyway, the [clothing itself](https://www.trendhunter.com/trends/asos-inspired-by) has earned great reviews. Thoughts? **Implications** - Businesses that take the risk to include [controversial components in their marketing](https://www.trendhunter.com/trends/people-will-talk) or promotion methods will benefit by garnering the attention of a large number of consumers. Such tactics will create successful results by instilling a lasting memory in the minds of consumers. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 26% | Activity: 32% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Controversial Marketing:** Opportunities exist for businesses to generate attention and create lasting impressions by incorporating controversial components in their marketing strategies. - **Shocking Advertising:** Utilizing shocking ads as a means of brand promotion can effectively capture consumer attention and foster strong brand recognition. - **Branding with Distaste:** Businesses can embrace controversy in branding to elicit strong reactions and create a niche market for their products. ### Where This Applies - **Fashion Industry:** Fashion brands can explore controversial marketing strategies to enhance brand recognition and attract attention from a wider audience. - **Advertising Industry:** Incorporating shocking elements into advertising campaigns can help brands stand out in a crowded market and leave a memorable impression on consumers. - **Marketing Industry:** Marketing professionals can explore the use of controversial components in campaigns to create buzz, provoke discussions, and drive consumer engagement. ## Related on Trend Hunter - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Contemporary Military Fashion Brands](https://www.trendhunter.com/trends/ukrainian-brand-rbtnk.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Edgy Backpack-Centric Fashion Shows](https://www.trendhunter.com/trends/at-the-edge-of-time.md) - [Subculture-Themed Generational Fashion](https://www.trendhunter.com/trends/wildest-ones-yet.md) - [Viral Criminal Merchandise](https://www.trendhunter.com/trends/i-can-fix-him.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Game-Themed Tactical Streetwear](https://www.trendhunter.com/trends/anti-social-social-club-1.md)