# Blurry Fashion Shoots Raw 'Emotion' in W Magazine By Ayman | Published 2008-10-11 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/w-magazine-blurry-fashion-editorials References: [wmagazine](http://www.wmagazine.com/fashion/2008/10/craig_mcdean_emotion?showall=true) The Angelina Jolie breastfeeding cover shoot by Brad Pitt isn't the only cutting edge and [artistic photography project](https://www.trendhunter.com/trends/nonnas-cam) W Magazine has come up with recently. In fact, the October 2008 issue of W Magazine features a very intriguing, if rather bizzare, fashion editorial entitled, "Emotion". So what's unique about this shoot? Photographer Craig McDean emplyed a photographic technique that made the shots look [blurry and out of focus](https://www.trendhunter.com/trends/mac-cosmetics-and-ella-gross), something we usually avoid having in quality pictures. The blurring and soft focus effects were employed to add a dramatic dimension to images of models Suvi koponen and Meghan Collison as they modeled bold, dramatic pieces with lush rustling fabrics that were chosen by W Magazine's usual stylist, Alex White. Well done, W Magazine. [Vogue](https://www.trendhunter.com/trends/vogue-singapore) must be stressing out right now. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 73% | Activity: 38% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Photography](https://www.trendhunter.com/photography) ## Key Themes ### Why This Trend Is Growing - **Blurry Fashion Shoots:** Disruptive innovation opportunity: Explore the use of blurry and soft focus effects in fashion photography to create a unique and artistic aesthetic. - **Raw Emotion:** Disruptive innovation opportunity: Capture raw and emotional moments in fashion shoots to create a more authentic and relatable connection with viewers. - **Lush Rustling Fabrics:** Disruptive innovation opportunity: Experiment with bold and dramatic fashion pieces made from lush rustling fabrics for a visually stimulating and tactile experience. ### Industries Being Reshaped - **Fashion Photography:** Disruptive innovation opportunity: Integrate new techniques, such as blurring and soft focus effects, into fashion photography to create visually captivating and unique images. - **Fashion Magazine:** Disruptive innovation opportunity: Embrace the use of raw and emotional fashion shoots to differentiate from competitors and create a more compelling and relatable magazine experience for readers. - **Fashion Design:** Disruptive innovation opportunity: Incorporate lush rustling fabrics into bold and dramatic fashion designs to offer customers a visually and tactilely engaging wardrobe. ## Related on Trend Hunter - [Star-Studded Fashion Collections](https://www.trendhunter.com/trends/winter-2025-campaign.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md) - [Unique Artistic Books](https://www.trendhunter.com/trends/amusebouche.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [Dynamic NFT Magazines](https://www.trendhunter.com/trends/vogue-singapore-magazine.md) - [British Youth-Culture Photography Books](https://www.trendhunter.com/trends/home-and-away.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md)