# Authentically Raw Grunge Lookbooks The Volcom Spring/summer 2014 Campaign is Honest & Street Cool By Farida Helmy | Published 2014-03-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/volcom-springsummer-2014 References: [makelolaup](http://makelolaup.com/wp/volcom-lookbook-ss14/) & [volcom](http://www.volcom.com/team/?category=volcomunity) Taking us back to the authentic days of [grunge and rock](https://www.trendhunter.com/trends/the-october-collection), the new Volcom Spring/Summer 2014 lookbook features [real people](https://www.trendhunter.com/trends/on-your-own-time) with whom viewers can associate and not the traditional high fashion models -- which we all know we will never look anything like even when we wear the same clothes. The [whimsically raw shoot](https://www.trendhunter.com/trends/alessandro-micheles) was shot in Lisbon, Portugal and stars illustrator Abbey Watkins and musician Mike Ghost. Neither are professional models, which gives the shoot that aggressively honest and natural vibe. The two young creatives are the new Volcom ambassadors for the spring/summer 2014 collection, and the fit is just right. Photographed by Michael Shmidt using a manual camera, the super edgy and retro looking Volcom Spring/Summer 2014 shoot exudes a kind of cool you only get when you're not trying too hard. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 73% | Activity: 39% | Freshness: 8% - Audience gender: 50% men, 50% 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) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Authentic Grunge Fashion:** Opportunity for fashion brands to embrace a more authentic and relatable style, featuring real people instead of professional models. - **Natural and Honest Shoots:** Opportunity for photographers to capture raw and unfiltered moments using manual cameras, creating a more natural and honest aesthetic. - **Nontraditional Brand Ambassadors:** Opportunity for brands to collaborate with nontraditional ambassadors in their campaigns, showcasing real people and their talents. ### Who This Affects Most - **Fashion:** Fashion brands can explore new marketing strategies that emphasize authenticity and relatability. - **Photography:** Photographers can experiment with shooting techniques and equipment to capture more authentic and natural moments. - **Brand Advertising:** Brands can rethink their brand ambassador strategy and consider working with nontraditional talents to make their campaigns more authentic. ## Related on Trend Hunter - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Practical Californian Streetwear](https://www.trendhunter.com/trends/gramicci-spring-summer-2024.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Streetwear Skate Remixes](https://www.trendhunter.com/trends/new-future.md) - [Bold Eyewear Collection Campaigns](https://www.trendhunter.com/trends/no-rules-club.md) - [Bold Playful Summer Collections](https://www.trendhunter.com/trends/duvin-design-co.md)