The Japanese clothing brand is known for shooting simple and classic lookbooks that capture the way real people look in their clothes. Using everyday shoppers like you and me rather than models, the R by 45rpm Lookbook makes it easy for anyone to imagine themselves donning the ensembles photographed.
Check out the captures to see how much fun fashion can be when you're just being yourself.
Implications - Consumers are looking for products that contain a more organic approach. No longer attracted to over-plasticized images, shoppers desire a way to get back to the natural. Companies could focus on this aesthetic in order to increase their profits on the market.