Why Are Models Lying Down For Sping Campaigns?

Lara Stone is lying on her back in a woodsy setting with some birds for Louis Vuitton, Georgia May Jagger lands on a white fur blanket after falling backward over a purple velvet chair for Versace, and Raquel Zimmermann is being wrapped on sands by more than 30 brightly colored snakes for Alexander Mcqueen - these are just three of the numerous models all lying supine for spring fashion advertisements.

Ever wonder why lots of models are lying down for the spring campaigns?



"It's obviously sexual. But the other thing I think of is animal psychology, because I do watch 'The Dog Whisperer.' When dogs or cats lower themselves to make themselves seem submissive, they are giving up their power and displaying their lack of aggression," said David Wolfe, the creative director of trend forecasting company Doneger Group.

Mr. Wolfe further suggested that what we are seeing in the lying-for-spring ads may be the modern equivalent of swooning. Given the dark tone of the times, it may reflect a desire to return to traditional gender roles - or it could just be that the spring fashions were so restrained that they didn't know what else to do.

"It's very hard to make a sexy picture of an elegant dress. But throw the woman on the ground, and, oh, it's a sexual come-on. That moves merchandise," said Wolfe.