# Sweet Confectionery Shoots The W May 2013 Editorial Features Replaces Updos with Icing By Leslie Chen | Published 2013-04-20 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/w-may-2013 References: [fashioncopious.typepad](http://fashioncopious.typepad.com/fashioncopious/2013/04/the-icing-on-the-cake-ondria-julianaelena-zoe-by-patrick-demarchelier-for-w-may-2013-editorial.html) & [wmagazine](http://www.wmagazine.com/) If you're like me and fashion and food are your two favorite things, then this W May 2013 editorial will satisfy both your style and meal-time hunger. Featuring a dessert theme paired with [regal fashion](https://www.trendhunter.com/trends/moschino-x-milano-handbag), the Patrick Demarchelier shot series is a sweet and colorful collection of images. Models Ondria Hardin, Juliana Schurig, Elena Bartels and Zoe Colivas all have their manes done up in a style that looks more like the [top of a cake](https://www.trendhunter.com/trends/confetti-dores) than a head of hair. One image even features a cream top which looks exactly like the icing surrounding a cake. Sweetly satisfying without the potential of giving you any cavities, this W May 2013 photo shoot is a definite must-see for that cherry on top of your magazine meal. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 90% | Activity: 88% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Food-fashion Pairings:** Innovative pairings of different industries can create a unique and memorable product or marketing campaign that will appeal to a wider audience. - **Edible Fashion Accessories:** Developing wearable, edible fashion accessories such as hair ornaments made from confectionery or candy opens up new opportunities for product lines and interactive experiences. - **Food-inspired Photoshoots:** Photoshoots that incorporate food can captivate audiences by adding an unexpected element to a traditional fashion spread, creating interesting visual contrasts and sensations. ### Who This Affects Most - **Fashion:** The fashion industry can benefit from partnering with food companies to create unique product lines, event activations, and marketing campaigns that appeal to a wider demographic. - **Food and Beverage:** The food industry can benefit from exploring new partnerships with fashion companies to create edible fashion accessories and other innovative products and experiences that attract a more diverse audience. - **Media and Publishing:** The media and publishing industry can benefit from featuring food and fashion collaborations in editorial content, by providing their readers with engaging, visually appealing content, and attracting new readership. ## Related on Trend Hunter - [Treat-Inspired Accessories](https://www.trendhunter.com/trends/jenny-lemons-x-magnolia-bakery.md) - [Bakery-Inspired Perfume Mists](https://www.trendhunter.com/trends/boulangerie.md) - [Unique Artistic Books](https://www.trendhunter.com/trends/amusebouche.md) - [Danish Pastry-Inspired Furniture](https://www.trendhunter.com/trends/sweet-art-collection.md) - [Design-Centric Dynamic Artful Cakes](https://www.trendhunter.com/trends/artful-cake.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Celebratory Cake Fragrances](https://www.trendhunter.com/trends/confetti-dores.md) - [Patisserie-Inspired Beauty Pop-Ups](https://www.trendhunter.com/trends/este-lauder-x-ladure.md)