Shanghai-based fashion label DOE has officially released the lookbook for its Spring/Summer 2022 collection titled 'LET THERE BE LIGHT.' The new collection and its accompanying lookbook support DOE's ongoing affinity for youth culture, showcasing a variety of new fits via a series of mirror selfies taken on a film camera.
While the lookbook plays with the idea of the selfie and its widespread prevalence amongst the younger generation, DOE balances this notion with a concept it calls 'BE FORMLESS.' The concept intends to reflect and support the new generation's pursuit of authenticity and self-expression.
Standout pieces in the 'LET THERE BE LIGHT' lookbook include an eye-popping rainbow-colored hoodie, a military-inspired unisex jacket, and an oversized white overcoat that comes dressed with bold Chinese lettering.
Image Credit: DOE
What's Driving This Trend
- Youth-centered Marketing
- Brands can embrace youth culture and cater to their preferences through fashion campaigns that utilize social media and authentic messaging.
- Personalization Through Selfies
- Businesses can generate more engagement with their customers by incorporating the trending concept of selfie-photography into their marketing strategies.
- Inclusivity in Fashion
- Focusing on designing unisex clothing pieces that allow for individual expression and cater to a wider consumer base can pave the way for new business opportunities in the fashion industry.
Who This Affects Most
- Fashion Retail
- Fashion retailers can appeal to younger audiences by incorporating social media and creative campaigns in showcasing their new collections.
- Photography
- Businesses can explore innovative ways to utilize the increasing popularity of selfie-culture and its impact on photography trends to market their products or services.
- Translation Services
- The growing demand for clothing items designed with non-English lettering creates opportunities for businesses to offer translation or localization services to cater to a global market.
