# Casual Cottage Catalogs The WeSC Summer 2011 Lookbook is Full of Relaxing Looks By Meghan Young | Published 2011-07-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/wesc-summer-2011 References: [lifelounge.au](http://www.lifelounge.com.au/fashion/news/wesc-summer-2011-collection.aspx) & [wesc](http://wesc.com/) Forget about fancy Caribbean resorts and European getaways, as camping and cottaging are the way to go as the WeSC Summer 2011 lookbook presents. Being one with nature and having a great time doing so is definitely more enjoyable to some than having to dealing with rigorous travel itineraries. Filled with striped tanks, [playful summer dresses](https://www.trendhunter.com/trends/lazy-daze-collection), [plaid button-ups](https://www.trendhunter.com/trends/creative-class-uniform) and [graphic tees](https://www.trendhunter.com/trends/beams-plus-2), the WeSC Summer 2011 lookbook shows that you can look good and have fun in a very nonchalant manner. The catalog was modeled by WeSC activists DJ Stretch Armstrong, Kim Matulova, Shelly Zander, Sage Vaughn and Amy Gunther. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 72% | Activity: 51% | Freshness: 8% - Audience gender: 10% men, 90% 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 Makes This Trend Stand Out - **Camping and Cottaging:** Opportunity for companies to offer camping and cottaging experiences that provide a relaxing and enjoyable alternative to conventional travel options. - **Nonchalant Fashion:** Chance for fashion brands to design and market clothing that combines style with a laid-back, carefree attitude. - **Activist Modeling:** Disruptive innovation potential in the modeling industry by featuring activists as models, showcasing a diverse range of talents and perspectives. ### Sectors Adopting This - **Hospitality:** Reimagine the hospitality industry by creating unique and eco-friendly camping and cottaging experiences to cater to the growing demand for relaxed and nature-centric vacations. - **Fashion:** Reinvent the fashion industry by creating clothing lines that prioritize comfort, versatility, and a nonchalant aesthetic for consumers seeking effortless style. - **Modeling:** Revolutionize the modeling industry by embracing diversity and inclusivity, representing individuals with unique perspectives, backgrounds, and talents beyond traditional beauty standards. ## Related on Trend Hunter - [Camp-Inspired Fashion Capsules](https://www.trendhunter.com/trends/summer-outdoor.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Stylish Urban Picnic Apparel](https://www.trendhunter.com/trends/picnic-collection.md) - [Coastal-Inspired Activewear Drops](https://www.trendhunter.com/trends/set-sail.md) - [Simplistic Breathable Summer Apparel](https://www.trendhunter.com/trends/the-resort-collection.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) - [Laid-Back Modernwear](https://www.trendhunter.com/trends/digawel-springsummer-2026.md) - [Sophisticated Summer Capsules](https://www.trendhunter.com/trends/rwcos-summer-collection.md)