# Surreal Streetwear Campaigns Stüssy's Spring 2018 Line Was Photographed by Theo Sion By Kalin Ned | Published 2018-01-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/theo-sion References: [highsnobiety](https://www.highsnobiety.com/p/stussy-spring-2018-campaign/) & [dazeddigital](http://www.dazeddigital.com/projects/article/29492/1/theo-sion) For its upcoming Spring 2018 line, streetwear brand Stüssy collaborated with renowned London-based photographer Theo Sion to create a dream-like [avant-garde campaign](https://www.trendhunter.com/trends/alessandro-micheles). Subverting from established societal standards, the photoshoot embraces surreal motifs and is somewhat reminiscent of a black and white art film from the 1960s. Theo Sion's photographs reveal odd characters in contemporary settings—a court jester on a phone call, a civil war surfer, a traditional tribal mask and a man practicing karate on a beach. While the subjects' postures seem to be minimalist and simple, their actions have a connotative meaning. It is evident that Stüssy granted the London photographer absolute creative freedom, as the [campaign shoot](https://www.trendhunter.com/trends/asos-inspired-by) boasts Theo Sion's signature and recognizable style, while in the meantime subtly working in Stüssy branding and pieces. Image Credit: Theo Sion ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 87% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, 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 - **Avant-garde Fashion Campaigns:** Disruptive innovation opportunity: Explore unconventional and surreal concepts in fashion campaigns to create a unique brand identity. - **Collaborations with Renowned Photographers:** Disruptive innovation opportunity: Partner with talented photographers to bring fresh perspectives and artistic vision to fashion advertising. - **Embracing Surreal Motifs in Marketing:** Disruptive innovation opportunity: Incorporate surreal elements in marketing campaigns to capture attention and create a memorable brand experience. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Embrace unconventional and avant-garde approaches to stand out in the competitive fashion industry. - **Advertising:** Disruptive innovation opportunity: Explore collaborative partnerships with artists and photographers to create visually captivating campaigns. - **Marketing:** Disruptive innovation opportunity: Leverage surreal motifs and imagery to differentiate brands and engage consumers in unique ways. ## Related on Trend Hunter - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Graphic Garment-Dyed Streetwear](https://www.trendhunter.com/trends/stssy-and-levis-1.md) - [Premium Streetwear-Informed Eyewear](https://www.trendhunter.com/trends/stssy-eyewear.md) - [Co-Branded Californian Streetwear](https://www.trendhunter.com/trends/levis-x-stussy.md) - [Streetwear-Informed Sleek Sunglasses](https://www.trendhunter.com/trends/stssy-eyegear-1.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Streetwear-Inspired Eyewear Capsules](https://www.trendhunter.com/trends/stussy-5.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md)