Photographer Dana Trippe photographed the latest offerings from Lenni, a label which focuses on refurbished denim and eclectic vintage pieces, both which express a nostalgia for the 1970s.
The editorial captured a "Summer of Love" vibe, complete with palm trees, pool sides and the long stretch of the open road ahead.
Trippe and her team traveled to Palm Springs for the weekend. They established a connection between one another by playing records, sipping beers and relaxing by the pool as a group. The low-key, laid-back vibe translated into the images, which have an effortlessness to them. No one here is trying too hard to be something they are not, and it is incredibly refreshing to experience.
Key Themes Behind This Trend
- Refurbished Denim
- Opportunity to disrupt the fashion industry by focusing on sustainable fashion through the refurbishment and repurposing of denim garments.
- Nostalgic 1970s Fashion
- Opportunity to create a niche market by offering vintage-inspired fashion that taps into the nostalgia for 1970s style.
- Effortless Aesthetic
- Opportunity to disrupt the fashion photography industry by capturing and promoting an effortless and laid-back aesthetic.
Where This Applies
- Fashion
- Opportunity for fashion brands to embrace sustainability through refurbishing and repurposing denim garments.
- Vintage Fashion
- Opportunity for businesses to cater to the growing demand for nostalgic 1970s fashion and offer unique vintage-inspired clothing.
- Fashion Photography
- Opportunity for photographers and creative agencies to capture and promote an effortless and laid-back aesthetic in fashion editorials.
