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For some people, the notion of fashion conjures feelings of discomfort and cost, but the Blugirl FW11/12 campaign aims to infuse the idea with a bit of fun.
The young blonde Milou Sluis flirts with the camera in a series of saucy images that bridge the gap between expensive apparel and a casual attitude. The curly-haired girl poses in a short strapless dress, a retro bodysuit with a plunging neckline, a chiffon frock and a teasingly skimpy sundress, all of which look fierce and well-tailored, but also comfortable and flexible.
The youthful muse flaunts her coquettish costumes before a yellow curtain, in what looks like it could be a photo booth. The Blugirl FW11/12 campaign hence does a succinct job of pulling together the carefree pleasures of style.