# Layered Androgynous Fashion The Tomboy Spring 2013 Campaign Stars a Nonchalant Harmony Boucher By Meghan Young | Published 2013-03-01 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/tomboy-spring-2013 References: [fashiongonerogue](http://fashiongonerogue.com/harmony-boucher-cool-in-tomboy-spring-2013-campaign/) & [tomboy.co.kr](http://www.tomboy.co.kr/v_2012/index.html) The Tomboy Spring 2013 ad campaign appropriately showcases its [androgynous offerings](https://www.trendhunter.com/trends/sujitha-shivajothi) in a cool and nonchalant manner. Model Harmony Boucher channels her inner tomboy, which might be more her style considering how natural it looks on her, for the photoshoot. Nevertheless, she doesn't lose hold of her feminine side despite the loose fits and unstructured silhouettes. Shot by photographer Daniel Jackson, the Tomboy Spring 2013 ad campaign was creative directed by [Moss Creative](https://www.trendhunter.com/trends/velvet-heat). The choice of a pristine white backdrop helps to accentuate the [blase attitude](https://www.trendhunter.com/trends/knys-fall-2025) of the platinum blonde beauty. Not to mention that against her pale skin, the Korean label's designs stand out even more than they normally would. The looks showcased throughout the Tomboy Spring 2013 ad campaign are perfected with a pixie cut and barely-there makeup. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 93% | Activity: 97% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Androgynous Fashion:** Opportunity for gender-neutral clothing lines and a push towards inclusivity. - **Nonchalant Marketing:** Opportunity for brands to showcase their products in a cool and effortless manner. - **Unstructured Silhouettes:** Opportunity for fashion designers to experiment with unconventional shapes and forms. ### Sectors Adopting This - **Fashion:** Fashion brands can cater to the growing demand for gender-neutral clothing. - **Marketing:** Marketing teams can adopt nonchalant and laid-back approaches for their campaigns. - **Design:** Designers can explore unstructured and unconventional silhouettes to push the boundaries of fashion norms. ## Related on Trend Hunter - [Empowering Fashion Campaigns](https://www.trendhunter.com/trends/on-your-own-time.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md)