The April77 Spring/Summer 2012 lookbook provides an educational lesson in fashion. As a testimony to the fashion house's rebellious French roots, the models in the editorial represent the epitome of struggling youth on the rise.
Leather jackets, Converse shoes and denim cut-offs are paired with angst-ridden, backwards-hat-wearing models who appear entirely indifferent to the camera. The apathetic scene is topped off with cigarette smoke and a can of Coca-Cola. And, just as one might guess based on the pictures, The April77 Spring/Summer 2012 lookbook is a project devoted to the subjects of adolescence and eventually, adulthood.
Aside from showcasing tastefully grungy April77 pieces, the lookbook also demonstrates fashion photography's ability to represent seemingly unfashionable motifs, or in this case, an inescapable aging process.
Angst-Ridden Teen Editorials
April77 Spring/Summer 2012 Lookbook Examines Adolescent Development
Trend Themes
1. Youth Rebelliousness - Opportunities to design clothes depicting youth rebel culture for fashion brands.
2. Grungy Fashion - Opportunities to introduce grungy fashion for brands to cater to consumers seeking to sport trendy grungy looks.
3. Fashion Photography - Opportunities for photographers to demonstrate the ability of fashion to represent unfashionable motifs to showcase in lookbooks/marketing campaigns.
Industry Implications
1. Fashion - Fashion brands can leverage rebellious youth culture to create clothing lines that appeal to the youth demographic.
2. Photography - Photographers can break the norms and experiment with employing unfashionable motifs in fashion photoshoots.
3. Marketing - Marketing companies can showcase the art in fashion photography to advertise clothes in a more engaging manner.