# Ethereal Fashion Ads The Scarlett Johansson Mango Campaign is Vulnerable By Luisa Amanda Gomes | Published 2010-04-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/scarlett-johansson-mango1 References: [popoholic](http://www.popoholic.com/2010/04/14/scarlett-johansson-looking-somewhat-hot-for-mango-part-iii/) & [mango](http://www.mango.com/paises.htm) The Scarlett Johansson [Mango](https://www.trendhunter.com/trends/mango-jeans) ad campaign embodies a [soft and almost ethereal look](https://www.trendhunter.com/trends/frankies-bikinis-keepsakes-collection), which is very different from Johansson's previous scorching [print campaigns](https://www.trendhunter.com/trends/alessandro-micheles). As she looks off into the distance in many of the campaign's photos, the actress looks like a captured fairy with her wings torn off that is forced to live in the world of humans. Wearing relaxed fashions from Mango's latest collection, Johansson can't help but look stunning in loose frocks and heavily draped shirts. The Scarlett Johansson Mango campaign proves that this actress doesn't need to show off her cleavage to sell a garment. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 49% | Activity: 30% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Ethereal Fashion Ads:** Using a soft and ethereal aesthetic in fashion advertising campaigns to showcase relaxed fashions and move away from traditional and overtly suggestive ads. - **Captured Fairy Look:** Integrating a captured fairy aesthetic in fashion campaigns to showcase fashionable and unique wardrobe designs. - **Casual Elegance:** Showcasing casual and loose-fitting clothing options to convey minimalist yet elegant fashion trends. ### Sectors Adopting This - **Fashion Industry:** Utilizing alternative fashion advertising campaigns to appeal to a wider range of audiences and to reimagine brand messages. - **Photography Industry:** Introducing new innovative photography styles in fashion campaigns to create a unique and distinctive image for fashion brands. - **Advertising Industry:** Creating ethereal and captured fairy aesthetics in advertising to distance from traditional explicit sensuality of fashion ads to expand the fashion industry's market. ## Related on Trend Hunter - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Concept Eyewear Campaigns](https://www.trendhunter.com/trends/bouquet-collection-1.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md)