# Candid Preview Campaigns The See By Chloe Pre-Fall Advertisements Show Messy Sets and Backdrops By Jordy E | Published 2014-12-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/see-by-chloe References: [visualoptimism.blogspot](http://visualoptimism.blogspot.ca/2014/12/annika-krijt-hedvig-palm-and-adrienne.html) & [chloe](http://www.chloe.com) The See By Chloe [Pre-Fall](https://www.trendhunter.com/trends/mm6-maison-margiela-prefall) 2015 advertisements make use of markedly messy and distressed backdrops. Photographer Matteo Montanari captured the offbeat set with the help of models Annika Krijt and Adrienne Juliger who each posed before pale beige and grey backdrops. Despite the presence of crumpled plastic bags and mismatched furniture pieces, this Montanari campaign did a remarkable job of showcasing the brand's current assortment of high end couture. Displayed in these unexpected images are denim jumpsuits, patterned masculine ties and nautical pieces. Given the inclusion of loose dresses and fringe boots, the label is evidently aiming for a relaxed approach to fashion that embraces oversize styles and multiple cultural motifs. These memorable elements will evoke strong feelings on behalf of Chloe enthusiasts. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 73% | Activity: 46% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Messy Set Advertising:** Opportunity for brands to create unconventional and memorable campaigns by using distressed and offbeat backdrops in their advertisements. - **Relaxed Fashion:** Potential for fashion brands to embrace oversized styles and multiple cultural motifs, creating a relaxed and eclectic approach to fashion. - **High-end Couture Showcase:** Opportunity for brands to showcase their current assortment of high-end couture in remarkable and unexpected ways, capturing the attention of fashion enthusiasts. ### Where This Applies - **Fashion:** The fashion industry can leverage messy set advertising and relaxed fashion trends to create unique and memorable campaigns that resonate with consumers. - **Advertising:** The advertising industry can explore the use of distressed and offbeat backdrops to create disruptive and unconventional advertising campaigns that stand out from the crowd. - **Retail:** Opportunity for retailers to embrace the high-end couture showcase trend and incorporate it into their marketing strategies, attracting fashion enthusiasts and driving sales. ## Related on Trend Hunter - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Retrospective Chic Fashion Capsules](https://www.trendhunter.com/trends/prefall-2026-collection.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md)