Viktor Vauthier captures the two models in photos that have a very candid feel, and since the Goodhood Spring/Summer 2010 line features clothing for real life, it works perfectly. Striped tees, pants and sweatshirts are the standout pieces in the collection.
Implications - In today's contemporary society, there IS increased importance placed on capturing or displaying genuine images. A company or brand can capitalize on this consumer desire for authenticity by featuring advertising that highlights candid images or shows "regular" people enjoying the product they are advertising. By attaching reality to the brand, the company stands a better chance of connecting with consumers on a real, emotional level.