But Jil Sander is apparently saying, "Eff that," because the fashion house's new 2012 ads seem to be shot inside a creepy haunted house.
Photographed by Willy Vanderperre, the shoot puts models Natasha Poly, Daria Strokous, Clement Chabernaud and Aiden Andrews in adorable clothes under very moody lighting and dramatic shadows.
The Halloween-esque vibe benefitted from the art direction of Raf Simons, who's rumored to be under consideration to helm the creative house at Dior.
But back to the ads. Those creepy stairs! There's gotta be an axe murderer behind her on those stairs, right? Why is the glass broken in that window? That birdcage veil looks freaky! We want our moms.
Check out the Jil Sander ads below (if you dare).