The latest 2016 Summer fashion campaign for CLSC LIFE embraces social media culture by capturing the illustrations using a smartphone, rather than a traditional DSLR camera. The illustrations look like photos one might post onto platforms such as Instagram that have a style as if an amateur photographer captured their friends on a whim styled in the garments.
The entire 2016 Summer campaign images are captured by photographer Joshua Vides solely using an iPhone. The images have a grainy, natural and unposed look to them that recreate the aesthetic of an Instagram feed with similar tones and subtle edits that focus on the models experiences in the clothing, rather than the models themselves.
The un-styled aesthetic of the photos gives the illustrations an impromptu look that many consumers aim to achieve with their own social media images.