# Glam Seaside Fashion Ads The Shanghai Tang Spring 2014 Campaign Stars Bonnie Chen and Zhao Lei By Meghan Young | Published 2014-03-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/shanghai-tang-spring-2014 References: [fashiongonerogue](http://www.fashiongonerogue.com/bonnie-chen-shanghai-tang-spring-2014-ads-richard-bernardin/) & [shanghaitang](http://www.shanghaitang.com) While some people will want to head by the sea for some sun, sand and salt water, others may want to take a cue from model Bonnie Chen in the Shanghai Tang Spring 2014 ad campaign. Although she can be found in an [elegant swimsuit](https://www.trendhunter.com/trends/adriana-degreas-x-sabine-getty), in general she is found lounging in glamorous outfits that would fit into a number of posh cocktail events more than strolling around a luxury estate. The Shanghai Tang Spring 2014 ad campaign was shot by photographer Richard Bernadin. The platinum blonde beauty poses alongside male model Zhao Lei, who acts as her lover in the photoshoot. Inspired by the golden age of [Hollywood](https://www.trendhunter.com/trends/resort-2027-collection), the campaign was creative directed by Raffaele Borrielo and styled by Benjamin Armand. The season never looked more promisingly sophisticated until now. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 71% | Activity: 58% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: 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's Driving This Trend - **Glamorous Fashion Campaigns:** Disruptive innovation opportunity: Leveraging vintage Hollywood aesthetics to create visually stunning and nostalgic fashion advertisements. - **Luxury Resort Wear:** Disruptive innovation opportunity: Designing fashionable outfits that seamlessly transition from beach to cocktail events, catering to the needs of jet-setting travelers. - **Couples Fashion Photography:** Disruptive innovation opportunity: Exploring unique storytelling techniques and capturing romantic narratives through fashion campaigns featuring couples. ### Who This Affects Most - **Fashion Advertising:** Disruptive innovation opportunity: Incorporating diverse cultural influences and unconventional settings to create eye-catching fashion ads that break traditional norms. - **Resort Fashion:** Disruptive innovation opportunity: Introducing sustainable and eco-friendly manufacturing processes in the production of high-end resort wear to meet the growing demand for ethical fashion. - **Photography:** Disruptive innovation opportunity: Integrating virtual reality or augmented reality technologies into fashion photography to enhance the interactive and immersive experience for viewers. ## Related on Trend Hunter - [Lunar New Year Campaigns](https://www.trendhunter.com/trends/lunar-new-year-campaign1.md) - [Nostalgic Luxury Pop-Ups](https://www.trendhunter.com/trends/celines-zhangyuan-popup.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Spring Bring-Ready Apparel](https://www.trendhunter.com/trends/swimwear-and-vacation-outfits.md) - [Island-Inspired Summer Wear](https://www.trendhunter.com/trends/sel-de-mer.md) - [Collaborative Luxe Swimwear](https://www.trendhunter.com/trends/adriana-degreas-x-sabine-getty.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Modern-Day Travel Campaigns](https://www.trendhunter.com/trends/modernday-travel.md) - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md)