# Conceptually Masked Catalogs The Hedi&Claim; Spring/Summer 2015 Lookbook is Disguised By Jana Pijak | Published 2014-05-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/summer-2015 References: [lanciatrendvisions](http://www.lanciatrendvisions.com/en/article/heidi-claim-launches-its-first-collection-for-ss-2015-a-dona-t-die-hesitatinga) & [mustafasabbagh](http://www.mustafasabbagh.com/) Young Italian designers Elena Pignata and Luca Sciascia present disguised ensembles in their Hedi&Claim Spring/Summer 2015 lookbook. Taking inspiration from the Dada art movement and the legacy of baroness Elsa Von Freytag, the collection catalog disguises its models with face-concealing masks that are the season's most fashion-forward and creepy accessory. Much like contemporary Dadaists, the creators of Hedi&Claim highlight the [relationship between humor and extravagance](https://www.trendhunter.com/trends/dirty-looks) in the world of fashion. This notion is a result of [over-the-top fashions](https://www.trendhunter.com/trends/the-future-is-not-set) that utilize a great amount of creativity while offering little or no practicality. The Hedi&Claim Spring/Summer 2015 lookbook merges the [wearable with the conceptual](https://www.trendhunter.com/trends/paranoid-fw25), tying together looks with its repeated mask accessories that are made from a mix of colored fabrics and wood. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 82% | Activity: 47% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Disguised Ensembles:** Disruptive innovation opportunity: Creating fashionable clothing that incorporates face-concealing masks as a unique and creative accessory. - **Humor and Extravagance:** Disruptive innovation opportunity: Designing over-the-top fashions that prioritize creativity over practicality, appealing to fashion-forward consumers. - **Conceptual Wearable Fashion:** Disruptive innovation opportunity: Developing clothing collections that blend conceptual elements with wearable designs, offering a unique and artistic approach to fashion. ### Sectors Adopting This - **Fashion Design:** Disruptive innovation opportunity: Utilizing innovative materials and concepts to create fashion-forward clothing that pushes the boundaries of traditional design. - **Art and Fashion Collaboration:** Disruptive innovation opportunity: Fostering collaborations between artists and fashion designers to create visually stunning and conceptually driven fashion collections. - **Accessory Design:** Disruptive innovation opportunity: Exploring the creation of unique and eye-catching accessories, such as face-concealing masks, that push the boundaries of traditional accessory design in the fashion industry. ## Related on Trend Hunter - [Identity-Exploring Clothing](https://www.trendhunter.com/trends/shapes-we-take.md) - [Archetypal Fashion Debuts](https://www.trendhunter.com/trends/la-famiglia-collection.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Edgy Backpack-Centric Fashion Shows](https://www.trendhunter.com/trends/at-the-edge-of-time.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Conceptual Memory-Themed Fashion](https://www.trendhunter.com/trends/paranoid-fw25.md) - [Disruptive Fashion Art Galleries](https://www.trendhunter.com/trends/dirty-looks.md) - [Futuristic Statement Fashion](https://www.trendhunter.com/trends/the-future-is-not-set.md) - [Intimate Spring Fashion](https://www.trendhunter.com/trends/louis-vuitton-springsummer-2026.md)