# Modern Babushka Editorials The Bewitching Vogue Italia July 2010 Spread by Paolo Roversi By Tiana Reid | Published 2010-07-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/vogue-italia-july-2010 References: [fashioncopious.typepad](http://fashioncopious.typepad.com/fashioncopious/2010/07/editorial-im-just-a-student-who-occasionally-takes-a-plane-and-go-to-work-and-has-a-good-job.html) & [vogue.it](http://www.vogue.it/en) In the [Vogue](https://www.trendhunter.com/trends/no-rules-club) [Italia](https://www.trendhunter.com/trends/villa-cotton-hotel-italia-robe) July 2010 issue, model Kirsi Pyrhonen channels a modern babushka in an editorial photographed by Paolo Roversi. The title of the shoot translates to (take a breath) “I'm Just A Student Who Occasionally Takes A Plane And Go To Work, And Has A Good Job.” These enchanting photos incorporate high-class headscarves, heavy coats and long skirts to create an alluring look that is all about a reinvented babushka. **Implications** - This pattern reinvents clothing that was previously thought of for an older demographic. By creating products that appeal to a younger audience and re-imaging them in a more fashionable way a whole larger youth market opens up for any business. This means that other companies can look to older inspirations to successfully create their products. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 36% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, 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 - **Modern Babushka Fashion:** Reinventing traditional clothing for a younger demographic creates new market opportunities for fashion businesses. - **Headscarf Revival:** The incorporation of high-class headscarves into modern fashion can inspire new accessory designs and brand collaborations. - **Elevated Heritage Design:** Combing traditional elements with modern style can appeal to both older and younger generations, creating potential for new product lines in various industries. ### Where This Applies - **Fashion:** Fashion businesses can utilize age-old aesthetics to create modern designs for a new target audience. - **Accessories:** Fashion accessory brands can collaborate with high-class headscarf designers to create new product lines. - **Home Decor:** Incorporating traditional patterns into modern home decor can create a new line of high-end products for retailers. ## Related on Trend Hunter - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Cross-Cultural Runway Shows](https://www.trendhunter.com/trends/chinese-golden-age-models.md) - [Arty Knitwear Collections](https://www.trendhunter.com/trends/arty-knitwear.md) - [Gingham-Forward Apparel Edits](https://www.trendhunter.com/trends/maison-amorys-gingham-edit.md)