Lookbooks can make or break a collection – get the styling wrong and the clothes are ruined. Choose the wrong type of model and you could alienate your audience. Pitch it wrong and you can ruin the brand in one easy step… No pressure eh? Some of the lookbooks I receive get no more than a cursory glance, some I pore over for days. So what goes into making a really good one?
The good folk at River Island very kindly asked me to join them behind the scenes while they shot their SS13 lookbook. A sneak peek at the new collection? How could I say no? I learned two things over the course of the day, one – blood, sweat and tears go into getting every look and picture just right and two – River Island’s SS13 collection is AWESOME. I can’t wait to get my hands on the dip dye denim and tropical prints. In fact if you look at the pics for long enough you almost forget that it’s freezing cold outside. SS13 can’t come quick enough. Photobot was on hand to document the entire day so you guys can get to see the collection before anyone else. I know right? Don’t mention it. x
Photos by Richard Davenport