# South African Fashion Campaigns The Spring/Summer Alexander Wang Promotions Feature Die Antwoord By Riley von Niessen | Published 2017-01-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/springsummer-alexander-wang References: [fubiz.net](http://www.fubiz.net/en/2017/01/10/new-alexander-wang-campaign-featuring-die-antwoord/) & [alexanderwang](http://www.alexanderwang.com/ca) Die Antwoord, the [eccentric South African rap-rave group](https://www.trendhunter.com/trends/pour-homme-and-neighborhood) that's known for their obscure music and styles, were at the focus of the [Spring/Summer Alexander Wang campaign](https://www.trendhunter.com/trends/winter-2025-campaign) for 2017. The two were pictured alone together, as well as with a number of other models, making for a series of candid images that look as though they were captured at an exclusive party. With muted lighting and casual poses, the shots also have a strong vintage vibe, which is aided by the time stamps that mark the sides of each image. With Die Antwoord and the other models sporting the luxurious apparel in a somewhat careless fashion, the Spring/Summer Alexander Wang collection is made to appeal to a youthful demographic of consumers who appreciate a certain [edginess in their apparel](https://www.trendhunter.com/trends/at-the-edge-of-time). ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 98% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, 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 - **Rap-rave Style Campaigns:** Fashion brands feature eccentric artists in promotional campaigns to appeal to a young demographic. - **Vintage Vibes in Fashion Campaigns:** Fashion brands capture a candid, vintage aesthetic in promotional campaigns. - **Carefree Attire Advertising:** Fashion campaigns feature models wearing luxury garments in a careless, casual style. ### Where This Applies - **Fashion:** Fashion brands appeal to a young demographic by capturing a candid, vintage aesthetic in promotional campaigns. - **Music:** Eccentric artists are increasingly being featured in fashion campaigns in an effort to merge fashion and music. - **Advertising and Marketing:** Fashion campaigns are appealing to young consumers by featuring carefree, casual styles and candid vintage aesthetic. ## Related on Trend Hunter - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Elegant New Year-Inspired Fashion](https://www.trendhunter.com/trends/alexander-wang-2024.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [New Year-Inspired Fashion Collections](https://www.trendhunter.com/trends/2025-lunar-new-year-campaign.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [British Singer-Starred Fashion Campaigns](https://www.trendhunter.com/trends/jw-anderson-4.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md)