# Somberly Elegant Lookbooks The Tiger of Sweden Spring/Summer 2014 Campaign is Minimalistic & Moody By Farida Helmy | Published 2014-02-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/tiger-of-sweden-springsummer-2014 References: [art8amby.wordpress](http://art8amby.wordpress.com/2014/02/03/tiger-of-sweden-spring-summer-2014-ad-campaign/) & [tigerofsweden](http://tigerofsweden.com/fi/products/jeans-collections/) The new Tiger of Sweden Spring/Summer 2014 campaign has a moody yet minimalist vibe about it. Drawing on a vintage relaxed feel, models Erik Andersson and Anna Nevala front the washed-and-worn-inspired campaign. Photographed by Boe Marion and styled by Oscar Lange, the Tiger of Sweden Spring/Summer 2014 campaign uses stark backdrops to make sure the stunning models clad in the brand’s pieces really stand out. With a set made of silky material to form a beach runway, and only black and white hues, the broody and elegantly simple ad campaign makes sure that the pieces are given full attention, really allowing them to shine. Featuring a mix of classical everyday style and cheeky cuts, the comfortable and softly textured pieces will surely become staples in any wardrobe for all occasions. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 73% | Activity: 35% | Freshness: 8% - Audience gender: 30% men, 70% 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) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What Makes This Trend Stand Out - **Minimalistic Campaigns:** Opportunity to create ad campaigns that focus on simplistic and moody visuals. - **Washed-and-worn-inspired Fashion:** Opportunity to design clothing lines that draw on vintage relaxed styles for a worn-in look. - **Silky Material Runways:** Opportunity to create runway shows with unique and luxurious materials for a visually stunning effect. ### Sectors Adopting This - **Fashion:** Opportunity for fashion designers to create minimalistic and vintage-inspired collections. - **Advertising:** Opportunity for advertising agencies to create visually striking campaigns with stark backdrops and contrasting black and white hues. - **Event Planning:** Opportunity for event planners to create unique runway shows with silky materials as a runway backdrop. ## Related on Trend Hunter - [Understated Spring-Centric Fashion](https://www.trendhunter.com/trends/stein.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Modern Tailored Spring Fashion](https://www.trendhunter.com/trends/graphpaper-ss26.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Laid-Back Modernwear](https://www.trendhunter.com/trends/digawel-springsummer-2026.md) - [Stealthy Modern Monochromatic Fashion](https://www.trendhunter.com/trends/black-tag-collection.md) - [Minimalist Gallery Runways](https://www.trendhunter.com/trends/saint-laurent-springsummer-2024.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md)