While many lookbooks are going the whole artsy route or even the super-stylized way, clothing brand 10. Deep has created this lookbook featuring models with attitude.
The 10. Deep lookbook pays homage to losers and problem children who challenge the establishment but drive change in the world.
The result of the 10. Deep Lookbook is refreshing and fun, since the personality that the models are emulating is perfectly in line with the 10. Deep brand.
Implications - While many companies once previously shied away from targeting consumers with attitude, or avoided the mere use of badass imagery within their product promotions, now it is becoming more socially acceptable. Consumers are increasingly looking for brands that reflect their sensibility and that includes the overall outlook that they have on life.