While many fashion labels are streamlining to either a more sleek and sophisticated look for their catalogs or to the opposite end of rugged reality, the Percival Fall 2011 lookbook leans towards the latter but with a more mystical and even creepy flair. As though tapping the Halloween season as inspiration, it has a Blair Witch aesthetic with a hipster edge.
Ghostly and whimsical, the Percival Fall 2011 collection fits beautifully in the wooded and field settings. Expertly styled by fashion guru Alexa Chung, it is no wonder that the entire shoot seems very seamless.
Although the clothes are clearly the focal point for the Percival Fall 2011 lookbook, I love that there is an intriguing storyline throughout that really compels you to continue to flip through it.
What's Driving This Trend
- Streamlined Catalogs
- Opportunity for fashion labels to create sleek and sophisticated catalogs that stand out.
- Rugged Reality
- Exploration of rugged, authentic themes in fashion lookbooks to appeal to certain consumer segments.
- Mystical Flair
- Incorporation of mystical and eerie elements in fashion campaigns to create a unique visual experience.
Who This Affects Most
- Fashion
- Fashion industry can embrace the trend of storytelling and immersive experiences in their marketing materials.
- Photography
- Photography industry can explore new techniques to capture a mystical and creepy atmosphere in fashion shoots.
- Marketing
- Marketing professionals can utilize the idea of intriguing storylines in their campaigns to captivate audiences.
