# Modern Utilitarian Couture Natalia Vodianova Stars in a Shoot for Vogue US May 2012 By Rebecca Byers | Published 2012-04-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/vogue-us-may-2012 References: [fashionscansremastered.net](http://fashionscansremastered.net/2012/04/16/natalia-vodianova-vogue-usa-may-2012/) & [forums.thefashionspot](http://forums.thefashionspot.com/f50/michael-fassbender-85657-31.html) Russian supermodel Natalia Vodianova stars in a fierce Vogue US May 2012 editorial that showcases a mix of utilitarian-chic and the artistic whimsy of the 1920s. Natalia is joined in the 'Modern Times' shoot by actor Michael Fassbender. The 'Modern Times' shoot was captured by photographer Craig McDean and styled by iconic Vogue fashion editor Grace Coddington, who selected fresh spring looks by designers including [Calvin Klein](https://www.trendhunter.com/trends/calvin-klein-hair-body-perfume-mists) Collection, [Balenciaga](https://www.trendhunter.com/trends/winter-2025-campaign), Dries Van Noten, [Givenchy](https://www.trendhunter.com/trends/mask-fit-red-cushion) by Riccardo Tisci, Marni and Celine. The artsy editorial pays homage to 'Metropolis' and the Man Ray film 'The Mysteries of the Chateau of Dice' and plays with styles such as minimalism, Cubism and early modernism. The Vogue US May 2012 issue features Scarlett Johansson on the cover. ## 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: North America ## 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 - **Utilitarian-chic Fashion:** Opportunity to blend functional design with high-fashion - **Artistic Whimsy Revival:** Opportunity to incorporate elements of early modernism into contemporary designs - **Fashion Film Homage:** Opportunity to create editorial content that pays tribute to classic films ### Sectors Adopting This - **Fashion and Apparel:** Utilize functional design and modernism to create innovative clothing options - **Film and Entertainment:** Create editorial content that pays homage to classic films through fashion - **Art and Design:** Incorporate elements of early modernism into contemporary designs and create fashion that doubles as art ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Contemporary Femininity Fashion Campaigns](https://www.trendhunter.com/trends/contemporary-femininity.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Provocative Pre-Fall Fashion](https://www.trendhunter.com/trends/back-2-camp.md) - [Modern-Day Travel Campaigns](https://www.trendhunter.com/trends/modernday-travel.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md)