# Bearded Fashion Shoots The 'You Must Create' Fall/Winter 2010 Line Features One Bearded Fella By Allison Love | Published 2010-07-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/you-must-create References: [highsnobiety](http://www.highsnobiety.com/news/2010/07/05/ymc-fallwinter-2010-collection/) & [youmustcreate](http://www.youmustcreate.com/) The 'You Must Create' (YMC) Fall/Winter 2010 campaign features a middle-aged bearded man as the model. The man doesn't seem to be enjoying himself too much, but he does have a knack for modeling and showing off the clothes in a very demure manner. The collection itself features [heavy overcoats](https://www.trendhunter.com/trends/nn07), [patterned wool sweaters](https://www.trendhunter.com/trends/beams-x-macmahon-knitting-mills) and jackets all ready to wear for when winter hits. You Must Create is definitely straying from the norm with this [interesting fashion campaign](https://www.trendhunter.com/trends/pour-homme-and-neighborhood). Regardless of the bearded model, the quality and cuts of the clothes are what really matters. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 42% | Activity: 41% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What Makes This Trend Stand Out - **Beard Fashion:** The use of bearded models in fashion shoots is a growing trend, offering opportunities for men's grooming and beard care brands. - **Winter Wear:** The trend towards heavy overcoats, patterned wool sweaters, and jackets in fashion is an opportunity for winter wear designers and manufacturers. - **Demure Modeling:** The demure modeling approach featured in the YMC campaign presents a trend in fashion, offering opportunities for modeling agencies and photographers. ### Sectors Adopting This - **Men's Grooming:** Beard models present a unique market for men's grooming products and services. - **Fashion Design:** The trend towards winter wear offers opportunities for designers and manufacturers to introduce new styles and cuts to the market. - **Marketing and Advertising:** The unique approach to modeling featured in the YMC campaign provides opportunities for marketing and advertising firms to create new and interesting campaigns. ## Related on Trend Hunter - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Middle Eastern-Inspired Fall Fashion](https://www.trendhunter.com/trends/act-ii-collection.md) - [Measured Winter Wardrobe](https://www.trendhunter.com/trends/vowels-fw26.md) - [Seaside-Influenced Fall Menswear](https://www.trendhunter.com/trends/fort-2.md) - [Bold Urban Winter Boots](https://www.trendhunter.com/trends/ugg-autumn-winter-2025.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Singer-Led Fashion Campaigns](https://www.trendhunter.com/trends/pour-homme-and-neighborhood.md) - [Parisian Sophisticated Fall Fashion](https://www.trendhunter.com/trends/nn07.md) - [Artful Suspended Fashion Exhibitions](https://www.trendhunter.com/trends/invisible-figures.md)