# Dramatic Fashion V Magazine Says “Couture When It's Haute!” This Summer By Ayman | Published 2009-05-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/v-magazine-couture-when-its-haute-mario-testino References: [vmagazine](http://www.vmagazine.com/) In addition to his extensive swimsuit shoot, Mario Testino shows the wild side of fashion in the new Summer 2009 issue of V magazine in the editorial “Couture When It's Haute!” The (mostly) black & white “Couture When It's Haute!” features model Katrin Thormann striking fierce poses in demonic makeup and [Haute couture dresses](https://www.trendhunter.com/trends/la-robe-ketchup). Thormann was styled by Beat Bolliger in pieces from the S/S 09 couture collections with [dramatic makeup](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign) by Charlotte Tilbury. **Implications** - One of the most effective ways to create immediately resonant marketing is to invest in [overtly sexually charged advertising](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty). The ads show the company is willing to eschew the conventions of traditional 'good taste' and skews for something more edgy. This distinguishes the brand as cutting-edge and brazen. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 28% | Activity: 23% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Key Themes Behind This Trend - **Sexually Charged Advertising:** Disruptive innovation opportunity: Companies can invest in overtly sexually charged advertising to create immediately resonant marketing that distinguishes them as cutting-edge and brazen. - **Dramatic Makeup:** Disruptive innovation opportunity: The use of dramatic makeup in fashion shoots can inspire new makeup trends and products. - **Haute Couture:** Disruptive innovation opportunity: Exploring new ways to showcase Haute couture dresses, such as pairing them with unconventional styling or settings. ### Where This Applies - **Fashion Advertising:** Disruptive innovation opportunity: Fashion brands can adopt overtly sexually charged advertising strategies to stand out in a crowded market. - **Cosmetics:** Disruptive innovation opportunity: The popularity of dramatic makeup in fashion shoots can drive the development of new cosmetic products and techniques. - **High Fashion:** Disruptive innovation opportunity: The Haute couture industry can experiment with fresh concepts and collaborations to attract new customers and push creative boundaries. ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Couture Ketchup Dresses](https://www.trendhunter.com/trends/la-robe-ketchup.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md)