# Lustrous Ivory Lookbooks 'So Pure So Modern' by Craig McDean Flaunts Gloss and Gauze By Amelia Roblin | Published 2011-02-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/so-pure-so-modern-by-craig-mcdean References: [fashioncopious.typepad](http://fashioncopious.typepad.com/fashioncopious/2011/02/editorial-so-pure-so-clean-arizona-muse-by-craig-mcdean-for-vogue-italia-february-2011.html) & [vogue.it](http://www.vogue.it/) The delicate editorial 'So Pure So Modern' by Craig McDean brings sensitivity to [Vogue](https://www.trendhunter.com/trends/no-rules-club) Italia. Found in the February 2011 issue of the magazine, the irresistible [Arizona Muse](https://www.trendhunter.com/trends/tna-wrestling) plays the part that her name suggests. Draped in diaphanous bleached dresses and blouses that both cover and expose her glistening skin, the model illuminates a range of [chalky looks](https://www.trendhunter.com/trends/jiyongkim-fw25). Flaunting the unblemished beauty of figure and fashion, 'So Pure So Modern' by Craig McDean demonstrates the power of wearing white. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 66% | Activity: 69% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## 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 - **Diaphanous Fashion:** Disruptive innovation opportunity: Develop new materials that combine transparency and durability for ethereal fashion garments. - **Glistening Skin:** Disruptive innovation opportunity: Create innovative skincare products that enhance the natural glow and luminosity of the skin. - **Unblemished Beauty:** Disruptive innovation opportunity: Design inclusive beauty products that celebrate diverse skin tones and promote self-acceptance. ### Where This Applies - **Fashion:** Disruptive innovation opportunity: Integrate technology into fashion design to create interactive garments that change color or texture based on the wearer's environment. - **Skincare:** Disruptive innovation opportunity: Develop personalized skincare solutions using AI and machine learning algorithms to analyze individuals' unique skin concerns and provide tailored recommendations. - **Beauty:** Disruptive innovation opportunity: Utilize augmented reality and virtual reality technologies to allow customers to virtually try on makeup products and experiment with different looks. ## Related on Trend Hunter - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Monochrome Sculpture Shows](https://www.trendhunter.com/trends/ralph-pucci-pure-exhibition.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Luxury Resort Apparel Collections](https://www.trendhunter.com/trends/auteurs-resort-2025-collection.md) - [Intimate Spring Fashion](https://www.trendhunter.com/trends/louis-vuitton-springsummer-2026.md) - [Refined Quiet Luxury Apparel](https://www.trendhunter.com/trends/the-journey.md)