Why do Models for a clothing brand (here:Snipes.com) always look menacing?

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So I was on [Snipes.com](https://Snipes.com) and wanted to buy some clothes and I noticed that the models always look evil. I don’t know how to describe it more precisely. But can’t they look a bit more happy? I mean, if you want to advertise your brand, at least make sure your models look happy while wearing them. Couldn’t it be considered bad advertisment, if you look unhappy or evil to an extend, while wearing the clothes?

In: Other

You market to your target audience, if you think an add is not well done, that’s because you’re not the target audience.

In your example, I would guess they target “big tough men” that will identify with their models more that way than if they were smiley hippies with dreadlocks.