# Elegant Ruffled Gowns ‘Theory of Evolution' in Vogue US May 2010 is Pure Glamour By Venessa Fisher | Published 2010-04-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/theory-of-evolution References: [fashiongonerogue](http://www.fashiongonerogue.com/2010/04/13/olga-sherer-by-carter-smith-elle-us-may-2010/) & [elle](http://www.elle.com) Set inside the [American Museum of Natural History](https://www.trendhunter.com/trends/native-sensitive-series), this latest spread for [Elle US](https://www.trendhunter.com/trends/ksubi-by-elle-collection) May 2010 is nothing short of perfection. Shot by photographer Carter Smith, 'Theory of Evolution' features [incredible ruffled gowns](https://www.trendhunter.com/trends/wild-rose-sparrow) that any woman would go gaga over. Featuring model Olga Sherer styled by fashion editor Mario Grauso, the red-headed beauty shows off each look including the decadent jewels with poise, class and a regal flair. **Implications** - For many women, fashion is a means by which they can express themselves. Businesses that commit their time and money to providing this demographic with items that will enable them to feel feminine, beautiful or empowered will see large returns from today's consumer population. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 73% | Activity: 62% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## 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 - **Ruffled Gowns:** Disruptive innovation opportunity: Creating innovative designs and styles for ruffled gowns that cater to the desire for feminine, beautiful, and empowered fashion choices. ### Industries Being Reshaped - **Fashion:** Disruptive innovation opportunity: Developing new technologies and sustainable materials to create eco-friendly and ethically made ruffled gowns. ## Related on Trend Hunter - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Timelessly Charming Fashion Collections](https://www.trendhunter.com/trends/mi-amor-collection.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Holiday-Inspired Evening Wear Campaigns](https://www.trendhunter.com/trends/mcqueen-holiday-2025.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Avant-Garde Biomimicry Fashion Designs](https://www.trendhunter.com/trends/biomimicry-fashion.md)