The Hellz Bellz 2014 spring/summer lookbook has officially been unveiled, but be prepared to put on some sunnies before you take a look; the images have some of the brightest neon backgrounds around.
The collection, titled 'Too Weird to Live, Too Rare to Die,' features model Page Ruth "embracing her inner weirdo." Though, she rarely looks weird at all; she is gorgeous and simply looks like she is enjoying herself. She dons articles of clothing from the company like singlet tanks, graphic tees, funky white platform shoes and checkered leggings.
The playful shoot was captured by Taryn Anderson and depicts simplistic black and white-printed fashions in front of a monochromatic background. The colors are so bright against the model's pale skin, she almost resembles a silhouette.