# Somber Outdoor Lookbooks The Topshop AW10 Collection is Dark and Moody By Meghan Young | Published 2010-07-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/topshop-aw10 References: [stylebubble](http://www.stylebubble.co.uk/style_bubble/2010/07/in-the-mood-for-campaigns.html) & [josholins](http://www.josholins.com/) Seems like the Topshop [AW10](https://www.trendhunter.com/trends/hodinkee-and-braun) collection is so extensive that one lookbook wouldn't suffice. Trend Hunter recently wrote about one and now I'd like to draw your attention to a more nature-loving, somber depiction of their [fall line](https://www.trendhunter.com/trends/auteur-studios-fall-2025). Photographed by Josh Olins, the Topshop AW10 collection certainly takes a quick grunge turn in both style and clothing. Through these [dark and moody looks](https://www.trendhunter.com/trends/jiyongkim-fw25), it seems fall will be gearing up to be a rather melancholy season -- perfect for those ready for reflection. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 84% | Activity: 77% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Grunge-inspired Fashion:** Opportunity for clothing brands to create edgier and moodier looks for fall collections. - **Nature-inspired Lookbooks:** Opportunity for brands to incorporate natural elements in their lookbooks to appeal to consumers who value sustainability and the environment. - **Melancholic Aesthetic:** Opportunity for brands to tap into the emotional aspect of fashion by creating designs and marketing campaigns that evoke sadness and reflection. ### Where This Applies - **Fashion Retail:** Opportunity for fashion brands to create unique collections that cater to the individualistic and edgy demands of consumers. - **Photography:** Opportunity for photographers to experiment with capturing nature-inspired and melancholic looks to appeal to brands catering to those aesthetics. - **Marketing and Advertising:** Opportunity for marketers to take a new approach and tap into the emotional aspect of branding by using melancholic and reflective aesthetics in campaigns. ## Related on Trend Hunter - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Minimally Elegant Fall-Ready Fashion](https://www.trendhunter.com/trends/studio-nicholson-1.md) - [Conceptual Memory-Themed Fashion](https://www.trendhunter.com/trends/paranoid-fw25.md) - [Seasonal Fashion Collections](https://www.trendhunter.com/trends/siegelman-stable-1.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Seaside-Influenced Fall Menswear](https://www.trendhunter.com/trends/fort-2.md) - [Fall Technical Fashion Capsules](https://www.trendhunter.com/trends/atom-collection.md) - [Sartorial Co-Ed Fall Fashion](https://www.trendhunter.com/trends/soulland-2.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md)