# Disheveled Raincoat Advertisements Stutterheim Raincoats Launches Bearded Series for Promotion By Katie Pagnotta | Published 2012-12-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/stutterheim-raincoats References: [selectism](http://www.selectism.com/2012/12/14/stutterheim-raincoats-launch-new-campaign-shot-by-thomas-lohr/) & [stutterheim.se](http://stutterheim.se/) The Stutterheim Raincoats latest collaboration with photographer Thomas Lohr presents a series of homeless-laden snap shots. The Swedish raincoat brand is known for its craftsmanship, materials and attempting to maintain a traditional Swedish coat aesthetic. The newest collection was launched with a series of captures taken by Lohr. Lohr is notorious for his work with [big names like GQ](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson), iD and so forth. By partnering up with Stutterheim Raincoats he was able to bring his [gritty and simple approach](https://www.trendhunter.com/trends/asos-inspired-by) to the brand's marketing. The pictures feature a man with a disheveled look including straggly hair and a wild beard. The look is rugged and works in great contrast to the [sleek and simplistic raincoats](https://www.trendhunter.com/trends/roa-and-tilak). The Stutterheim Raincoats lookbook shot by Thomas Lohr is clean, classic and assures the label will continue to grow and expand. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 18% | Activity: 14% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - 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 ### Why This Trend Is Growing - **Homeless-inspired Fashion:** Opportunity for brands to create clothing or accessories with a disheveled, rugged aesthetic inspired by homelessness. - **Unconventional Brand Collaborations:** Chance for brands to partner with artists and photographers to bring a unique and gritty approach to their marketing. - **Contrasting Visuals for Marketing:** Potential for brands to explore the use of contrasting visuals to create a powerful impact in their marketing campaigns. ### Industries Being Reshaped - **Fashion:** Fashion brands can embrace the homeless-inspired aesthetic to disrupt traditional fashion norms and attract a niche audience. - **Art & Photography:** Artists and photographers can collaborate with brands to bring their unique perspectives and aesthetics into commercial campaigns. - **Marketing & Advertising:** Marketing agencies can explore the use of contrasting visuals and unconventional collaborations to create impactful campaigns for their clients. ## Related on Trend Hunter - [Weather-Ready Festival Fashions](https://www.trendhunter.com/trends/beavertown-brewery-collection.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Collaborative Winterized Apparel Series](https://www.trendhunter.com/trends/noah-and-barbour.md) - [Photographer-Focused Jacket Designs](https://www.trendhunter.com/trends/reporter-jacket.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md) - [Urban Utility Capsules](https://www.trendhunter.com/trends/cp-company-x-beams.md) - [Genderless Outerwear Designs](https://www.trendhunter.com/trends/sujitha-shivajothi.md) - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md)