The Laugh Cry Repeat SS12 lookbook exudes a South California cool girl vibe. Centered around a sailing theme, the catalog imbues a feminine quality that the male-dominated leisure activity often lacks. As though imagining what Betty Draper would look like in the 21st century, the fashion and styling takes a retro turn in a very relaxed way. This idea plays on the balance between playfulness and sophistication that designer Lindsay Cummins remarks on. She elaborates by saying that the Laugh Cry Repeat girl spends her day by sailing, driving around town and being a sun goddess through life's outdoor simplicities.
The Laugh Cry Repeat SS12 lookbook portrays this and more.