# Darkly Dashing Fashion The Witchery AW11 Ad Campaign has a Gotham Feel By Meghan Young | Published 2011-02-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/witchery-aw11 References: [fashionising](http://www.fashionising.com/pictures/b--Witcherys-classics-5978.html) & [witchery.au](http://www.witchery.com.au) Although many fashion labels are still releasing ad campaigns for the spring and summer season, it seems like the Witchery AW11 ad campaign is a few steps ahead of the game. Not only that, but its [dark, dashing photo shoot](https://www.trendhunter.com/trends/khaotique-noir) piques interest because of its mysterious tone as well. Featuring both [men's and women's fashion](https://www.trendhunter.com/trends/asos-inspired-by), the Witchery AW11 ad campaign relies on its backdrop as much as the clothing. Architecturally stunning, there's a [Gotham feel](https://www.trendhunter.com/trends/back-to-the-city) to the whole campaign. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 88% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - 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 ### Why This Trend Is Growing - **Architecturally-stunning Backdrops:** There is a disruptive innovation opportunity to create visually captivating fashion campaigns by utilizing architecturally stunning backdrops. - **Dark and Mysterious Ad Campaigns:** Fashion labels can explore disruptive innovation opportunities by creating ad campaigns with a dark and mysterious tone, capturing the interest of consumers. - **Ahead-of-the-game Fashion Campaigns:** By releasing fashion campaigns for upcoming seasons ahead of schedule, brands can create disruptive innovation opportunities and build anticipation among consumers. ### Industries Being Reshaped - **Fashion:** The fashion industry can leverage disruptive innovation opportunities by incorporating dark, mysterious themes and architecturally-stunning backdrops in their ad campaigns. - **Advertising:** There are disruptive innovation opportunities within the advertising industry to create compelling ad campaigns that evoke a sense of mystery and anticipation, similar to the Witchery AW11 campaign. - **Photography:** Photographers can explore disruptive innovation opportunities by experimenting with dark, Gotham-inspired themes and using architecturally stunning locations as backdrops. ## Related on Trend Hunter - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Holiday-Inspired Evening Wear Campaigns](https://www.trendhunter.com/trends/mcqueen-holiday-2025.md) - [Dark Musical-Film-Inspired Capsules](https://www.trendhunter.com/trends/land-of-oz.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md)