The latest 2016 Summer fashion campaign for CLSC LIFE embraces social media culture by capturing the illustrations using a smartphone, rather than a traditional DSLR camera. The illustrations look like photos one might post onto platforms such as Instagram that have a style as if an amateur photographer captured their friends on a whim styled in the garments.
The entire 2016 Summer campaign images are captured by photographer Joshua Vides solely using an iPhone. The images have a grainy, natural and unposed look to them that recreate the aesthetic of an Instagram feed with similar tones and subtle edits that focus on the models experiences in the clothing, rather than the models themselves.
The un-styled aesthetic of the photos gives the illustrations an impromptu look that many consumers aim to achieve with their own social media images.
Smartphone-Captured Lookbooks
The CLSC LIFE Fashion Campaign Images Were Captured Using a iPhone 6
Trend Themes
1. Smartphone-captured Lookbooks - The trend of capturing fashion campaign images using smartphones instead of traditional DSLR cameras opens up opportunities for brands to create authentic and relatable content.
2. Social Media Fashion Culture - The embrace of social media culture in fashion campaigns, with illustrations that resemble amateur photos, presents opportunities for brands to connect with younger, tech-savvy consumers.
3. Un-styled Aesthetic - The growing popularity of capturing fashion images with a grainy, natural, and unposed look provides opportunities for brands to tap into the desire for authentic and spontaneous content.
Industry Implications
1. Fashion - In the fashion industry, the use of smartphone-captured lookbooks and social media-inspired visuals can disrupt traditional campaign photography and engage consumers through relatability.
2. Photography - The trend of smartphone-captured lookbooks offers disruptive innovation opportunities in the photography industry, where brands can explore the possibilities of mobile photography and creative editing techniques.
3. Social Media - The integration of social media culture in fashion campaigns presents opportunities for the social media industry to innovate and develop tools and platforms specifically tailored for fashion brands.