As on who makes his living as a fashion marketer, I am well aware of how utterly daunting the quarterly or bi-annual ‘Look Book’ process can be. There are themes to conceptualize, models to choose, looks to rank, pull and style and an army (photographers, stylists, make-up artists, hairdressers, graphic designers) to mobilize. It isn’t easy…especially with budget restrictions and sample issues followed by weeks of post shoot photo cleaning and, of course, the arguments that accompany the final images selection. The result, however, is extremely important as it showcases your collection to the masses in a way you hope resonates with them. Do a good job, and much good can come. Do a bad one, and you might watch your season go down the toilet.
While most look books follow a pretty standard template, the occasional one turns things upside down. And this season’s offering from Dutch menswear brand
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