# Youth-Focused Fashion Lookbooks Doe Reveals Its Selfie-Inspired 'LET THERE BE LIGHT' Lookbook By Niko Pajkovic | Published 2022-01-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/let-there-be-light References: [hypebeast](https://hypebeast.com/2022/1/doe-spring-summer-2022-lookbook-release-info) & [doeshanghai](https://www.doeshanghai.com/) 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](https://www.trendhunter.com/trends/diary-1999), 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](https://www.trendhunter.com/trends/creative-class-uniform). Standout pieces in the 'LET THERE BE LIGHT' lookbook include an eye-popping rainbow-colored hoodie, a [military-inspired unisex jacket](https://www.trendhunter.com/trends/acoldwall-5), and an oversized white overcoat that comes dressed with bold Chinese lettering. Image Credit: DOE ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 85% | Activity: 61% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### 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. ## Related on Trend Hunter - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Scrapbook-Inspired Fall Fashion](https://www.trendhunter.com/trends/creative-class-uniform.md) - [Consumption-Inspired Fashion Capsules](https://www.trendhunter.com/trends/loutre-2.md) - [Youth Streetwear Launches](https://www.trendhunter.com/trends/diary-1999.md) - [One-of-One Fashion Capsules](https://www.trendhunter.com/trends/aeliza-3.md) - [Luxurious Spring-Ready Streetwear](https://www.trendhunter.com/trends/ambush-5.md) - [Spring Technical Apparel](https://www.trendhunter.com/trends/acoldwall-5.md) - [Festive Lifestyle Streetwear Capsules](https://www.trendhunter.com/trends/autonomy-collection-3.md) - [Layering Streetwear Campaigns](https://www.trendhunter.com/trends/girls-dont-cry-collection.md)