Shanghai-based fashion label DOE has officially released the lookbook for its Spring/Summer 2022 collection titled 'LET THERE BE LIGHT.' The new collection and its accompanying lookbook support DOE's ongoing affinity for youth culture, showcasing a variety of new fits via a series of mirror selfies taken on a film camera.
While the lookbook plays with the idea of the selfie and its widespread prevalence amongst the younger generation, DOE balances this notion with a concept it calls 'BE FORMLESS.' The concept intends to reflect and support the new generation's pursuit of authenticity and self-expression.
Standout pieces in the 'LET THERE BE LIGHT' lookbook include an eye-popping rainbow-colored hoodie, a military-inspired unisex jacket, and an oversized white overcoat that comes dressed with bold Chinese lettering.
Youth-Focused Fashion Lookbooks
Doe Reveals Its Selfie-Inspired 'LET THERE BE LIGHT' Lookbook
Trend Themes
1. Youth-centered Marketing - Brands can embrace youth culture and cater to their preferences through fashion campaigns that utilize social media and authentic messaging.
2. Personalization Through Selfies - Businesses can generate more engagement with their customers by incorporating the trending concept of selfie-photography into their marketing strategies.
3. Inclusivity in Fashion - Focusing on designing unisex clothing pieces that allow for individual expression and cater to a wider consumer base can pave the way for new business opportunities in the fashion industry.
Industry Implications
1. Fashion Retail - Fashion retailers can appeal to younger audiences by incorporating social media and creative campaigns in showcasing their new collections.
2. Photography - Businesses can explore innovative ways to utilize the increasing popularity of selfie-culture and its impact on photography trends to market their products or services.
3. Translation Services - The growing demand for clothing items designed with non-English lettering creates opportunities for businesses to offer translation or localization services to cater to a global market.