# Anti-Summertorials VMAN Goes Gloomy for Summer 2009 By mediterranean | Published 2009-05-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/vman-summer-2009 References: [homotography.blogspot](http://homotography.blogspot.com/2009/05/joseph-gordon-levitt-david-sims-vman.html) & [vman](http://www.vman.com/) Vman magazine is never one to play by the rules. While other fashion publications are going with sunny playful covers for summer 2009, Vman opted for a gloomy cover photo shoot. The new issue of Vman features actor Joseph Gordon-Levitt in a [moody black and white photo shoot](https://www.trendhunter.com/trends/jiyongkim-fw25) by David Sims. Joseph was styled by Nicola Formichetti in pieces from the [Prada](https://www.trendhunter.com/trends/dimensions-eyeshadow-palette) F/W 09 collection. The shoot fits perfectly with the mood of the clothes, but it is certainly not something to cheer up your summer! However, this issue of Vman offers a playful editorial by Bruce Weber to remind us that it’s summer time. Check out that editorial below with other Vman features. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 20% | Activity: 35% | Freshness: 8% - Audience gender: 10% men, 90% 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 ### Key Themes Behind This Trend - **Anti-summertorials:** Fashion publications opting for moody themes instead of sunny covers for the summer present a disruptive innovation opportunity for unconventional and nonconformist brands. - **Playful Editorials:** As fashion publications offer gloomy themes for their issues, there is an opportunity for playful editorials that can bring a joyful balance to the moody narrative. - **Contrast Fashion:** The trend for contrast fashion includes unexpected matchings that capture the mood of opposition, and presents an opportunity for fashion brands to redefine traditional motifs. ### Where This Applies - **Fashion:** Fashion brands can find disruptive innovation opportunities by redefining traditional motifs and creating contrast fashion that subverts sunny summer themes for their collections. - **Photography:** Moody and playful themes for summer photoshoots offer disruptive innovation opportunities by juxtaposing contrasting aesthetics and creating a unique approach to summer editorial photography. - **Media and Publishing:** Unconventional and nonconformist themes for summer publications present an opportunity for media and publishing companies to capture new audiences and introduce fresh perspectives in fashion themes and narratives. ## Related on Trend Hunter - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Celebrity-Backed Luxury Menswear Campaigns](https://www.trendhunter.com/trends/luxury-menswear-campaign.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Versatile Summer-Ready Fashion](https://www.trendhunter.com/trends/marmot-1.md) - [Modern Tailored Spring Fashion](https://www.trendhunter.com/trends/graphpaper-ss26.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md)