New York-based clothing label SAENAI recently unveils a look at its Spring/Summer 2018 collection lookbook entitled 'Imaginary Boys.' The lookbook is influenced by a 1995 cult film by Gregg Araki titled The Doom Generation. The entire visual story is captured by photographer Fanny Nunn and creatively directed by DaRaun Crawford. The lookbook taps on the local skate youth community, specifically from Bedford Stuyvesant Brooklyn. This concept aims to evoke a more accurately depicted view from the perspective of youth culture, violence, sex, and rebellion.
The SAENAI Spring/Summer 2018 collection features casual staple pieces that boast a cut-and-sew technique. There is a plethora of monochromatic pieces offered, with loud statement pieces as well, such as the gradient colored jackets, the shirts that boast checker prints, and color blocking garments.
Cult Film-Inspired Lookbooks
The New SAENAI SS18 Lookbook is Inspired by 'The Doom Generation'
Trend Themes
1. Cult-film-inspired Lookbooks - Clothing labels are using cult films as inspiration for seasonal lookbooks, providing an opportunity for collaborations and creating unique marketing campaigns.
2. Youth Culture Aesthetic - Brands are tapping into local youth cultures to showcase a more authentic view of generational experiences, providing an opportunity to create products that appeal to specific target audiences.
3. Statement Pieces - Clothing collections are featuring bold statement pieces that use color blocking, gradient colors and checker prints, providing an opportunity for small-scale production of unique items that create brand recognition.
Industry Implications
1. Fashion - Clothing labels are using unique one-off collaborations with artists and directors to create fresh seasonal looks that engage audiences and generate brand loyalty.
2. Photography - Photographers are being called on by fashion brands to bring their visions to life, with unique visions and aesthetics that give brands a competitive edge in their marketing.
3. Skate Culture - Clothing labels are tapping into local skate communities to create focused collections that resonate with younger demographics, providing an opportunity to make new commercial connections and develop brand loyalty.