Nufferton, a company based in Stockholm, Sweden, that specializes in crafting unisex pajamas, expanded on its line with a Fall/Winter 2016 selection.
To promote it, it joined with a photographer known as Bisse, who has a talent for generating images with a surreal and cartoon-like effect. For Nufferton's lookbook, which was dubbed 'Guilty Pleasures,' Bisse considers what someone might resort to doing while they're home alone and lounging in their nightwear.
With this concept in mind, models wearing the brand's unisex pajamas, who were styled by Josef Forselius, are shown participating in a number of supremely odd behaviors, such as scratching their back with a toilet brush, eating a string of sausages, or walking with a sleeping mask on a floor that's covered in eggs.
Peculiar Pajama Lookbooks
Nefferton Eccentrically Presents Its Unisex Pajamas with Help from Bisse
Trend Themes
1. Unisex Pajamas - Disruptive innovation opportunity: Design customizable unisex pajamas with unique prints or patterns to cater to individual preferences and offer a personalized sleepwear experience.
2. Surreal Photography - Disruptive innovation opportunity: Collaborate with photographers skilled in creating surreal and whimsical images to showcase products in a unique and attention-grabbing way.
3. Eccentric Fashion Marketing - Disruptive innovation opportunity: Develop unconventional marketing strategies that challenge traditional norms and capture consumer attention through unexpected and memorable brand experiences.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Leverage technological advancements like 3D printing to create customizable and sustainable fashion products.
2. Photography - Disruptive innovation opportunity: Explore the use of emerging technologies like virtual reality or augmented reality to offer immersive and interactive photography experiences for consumers.
3. Marketing - Disruptive innovation opportunity: Embrace guerrilla marketing tactics and experiential marketing campaigns to create buzz around brands and drive consumer engagement.