Photographer Diane Jong was commissioned to shoot Gypsum's MILK lookbook.
The latest summer collection for the online boutique features sophisticated looks that manage to be both sporty and feminine. The collection is characterized by its clean-cut silhouettes and monochromatic color scheme. Jewelry brand Haati Chai accessorized the elegant outfits with its bold, custom-made silver pieces.
To mix things up, Diane Jong partially animated some of her images to make edgy GIFs. In one of them, model Courtney Money swishes her wine glass of milk around as she stares impassively into the camera. Jong explains the decision to cast Money by saying, "New emerging face Courtney Money was a perfect fit for MILK. Her distinctive features and her ability to mold into any look made her a perfect candidate."
Why This Trend Is Growing
- Sophisticated Sporty Looks
- Disruptive opportunity: Combine high-end fashion with athletic elements to create a new line of sporty-chic clothing.
- Animated Fashion Imagery
- Disruptive opportunity: Explore the use of animated GIFs in fashion photography to add a dynamic and engaging element to traditional lookbooks.
- Custom-made Jewelry Accessories
- Disruptive opportunity: Collaborate with jewelry brands to create unique accessories that perfectly complement a collection, adding a distinctive touch.
Industries Being Reshaped
- Online Boutique
- Disruptive opportunity: Integrate the fusion of sporty and feminine styles into the online retail space, attracting a broader customer base.
- Fashion Photography
- Disruptive opportunity: Experiment with innovative techniques, such as partial animation, to create visually captivating and memorable fashion imagery.
- Jewelry Brand
- Disruptive opportunity: Partner with fashion designers to create custom-made jewelry pieces that elevate the overall aesthetic and appeal of a collection.
