Streetwear label 40s & Shorties looked to Shyne, the former Bad Boy rapper, to star in the new lookbook for its Spring/Summer 2018 collection. The label traveled to Belize, where Shyne is originally from, for the shoot to showcase the rapper's childhood upbringing. Shyne gave a tour where he once struggled, guiding the crew around his familiar island and introducing them to resource centers he's played a role in.
The new 40s & Shorties Spring/Summer 2018 collection is comprised of a series of graphic t-shirts, short-sleeve button-down shirts, crewneck tops and crossbody pouches. The lookbook explores the country itself, as well as its cultural beliefs as a primary experience, and even taps to locals to debut the pieces. The capsule dropped May 24th online through 40s & Shorties.
Key Themes Behind This Trend
- Heritage-inspired Fashion
- Creating lookbooks that draw inspiration from cultural heritage and personal stories provides a unique and authentic brand experience.
- Collaborative Lookbooks
- Collaborating with notable figures or local personalities for lookbooks can create attention-grabbing campaigns with a strong narrative.
- Destination Shoots
- Traveling to the birthplace or significant locations of an individual can create a powerful connection between the brand and its audience.
Where This Applies
- Streetwear
- Incorporating personal narratives and cultural heritage into streetwear collections can attract a diverse and engaged customer base.
- Fashion Photography
- Collaborating with artists, musicians, or cultural icons for lookbook shoots can bring a fresh perspective to fashion photography.
- Apparel Retail
- Creating lookbooks that showcase the origin and significance of clothing pieces can enhance the retail experience and increase brand loyalty.
