# Classy Continental Couples The Kooples Spring/Summer 2012 Campaign Features Real-Life Lovers By Rebecca Byers | Published 2012-01-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/stylish-couples-fashion-ads References: [honestlywtf](http://honestlywtf.com/collections/the-kooples/) & [haute-world](http://www.haute-world.com/2011/08/kooples-paris-france.html) Kooples, a French clothing brand, has caught the attention of the Internet with their ad campaigns that feature [real-life couples](https://www.trendhunter.com/trends/together-valentines-day). The Kooples website lets visitors shop each couple's look, posing in selections from the Spring/Summer 2012 collection, or the regular way -- separately as men's and women's collections. In addition to the photos, each couple is featured in a video short clip, which provides an intimate glimpse into what seems like sartorial and relationship bliss (although one can only confirm the former). Kooples is a playful reference to the way "couples" sounds when pronounced with a French accent. The three brothers behind Kooples ([Alexander](https://www.trendhunter.com/trends/salute-the-detail), Laurent and Raphael) aren't exactly strangers to the use of interesting and engaging subjects in their ad campaigns -- for Comptoir des Cotonniers, a previous line, they photographed [real-life mothers and daughters](https://www.trendhunter.com/trends/joyful-chaos-family). ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 93% | Activity: 97% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: 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 - **Real-life Couple Advertising:** Opportunity for brands to feature real-life couples in their ad campaigns for a more relatable and authentic brand image. - **Interactive Shopping Experience:** The rise of websites that allow visitors to shop the exact looks of models, creating an immersive and interactive shopping experience. - **Branding with Personal Stories:** Using personal stories and intimate glimpses into people's lives as a way to connect with consumers and create a unique brand identity. ### Industries Being Reshaped - **Fashion Retail:** Fashion brands can capitalize on the trend of featuring real-life couples in their ad campaigns to appeal to a wider audience and create a more inclusive image. - **E-commerce:** The interactive shopping experience offered by websites like Kooples can be applied to various e-commerce platforms to enhance customer engagement and increase sales. - **Advertising and Marketing:** Brands can adopt the strategy of using personal stories and intimate glimpses to create more compelling and memorable ad campaigns that resonate with consumers. ## Related on Trend Hunter - [Pointelle Intimates Capsules](https://www.trendhunter.com/trends/summer-of-intimates.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Festive Organic Cotton Intimates](https://www.trendhunter.com/trends/cou-cou-holiday.md) - [Non-Traditional Wedding Capsules](https://www.trendhunter.com/trends/ssense-bridal-20.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md) - [Luxury Valentine’s Day Campaigns](https://www.trendhunter.com/trends/together-valentines-day.md) - [Model-Collaborative Luxe Fashion](https://www.trendhunter.com/trends/cara-loves-karl.md) - [Collective Brand Identity-Promoting Campaigns](https://www.trendhunter.com/trends/la-famiglia-campaign.md)