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Conceptualizing the online sphere of luxury retail is often hard to do. With the successful launch of Net-A-Porter and The Outnet, 2-Times.com is an Australian luxury retailer known for infusing art installations and philosophical meaning with their products. With the release of the ‘A I R less’ lookbook, the online retailer maximizes its voice in the obscurity of the fashion world. Between modelling fashions from Maison Martin Margiela and Commes des Garcons, 2-Times.com showcases the high end ideology of modern gothic features.
The lookbook features a model strutting her way through a beautifully abandoned abyss in the middle of an Australian wasteland. The gothic approach to her look stands alone against the vibrant shades of her surroundings.