Inspired by love and friendship, the Loeffler Randall Pre-Fall 2012 lookbook does not star the typical model. In fact, it doesn't star any model. Instead, it is filled with the design team's very own friends, family and real-life fashion stars in and around New York City. Co-founder and Creative Director Jessie Randall explains, "We have so many cool, interesting fans who wear our brand...we thought what better way to promote our product than by taking our friends and the real girls who wear our brand and profiling them."
The effortlessly cool skirts, dresses and sky-high wedges are beautifully showcased on these down-to-earth, girl-next-door 'models.' As Refinery29 aptly puts it, the Loeffler Randall Pre-Fall 2012 lookbook offers "a true portrait of chic city life" thanks to this personal campaign.