The R by 45rpm Lookbook is Full of Candid Captures

 - Oct 3, 2011
References: rby45rpm & blog.urbanoutfitters
If you're sick of looking at stick thin models you can't really relate to, the R by 45rpm Lookbook will provide a breath of fresh air compared to those endless pages of perfectly orchestrated editorials and campaigns.

The Japanese clothing brand is known for shooting simple and classic lookbooks that capture the way real people look in their clothes. Using everyday shoppers like you and me rather than models, the R by 45rpm Lookbook makes it easy for anyone to imagine themselves donning the ensembles photographed.

Check out the captures to see how much fun fashion can be when you're just being yourself.

Implications - Consumers are looking for products that contain a more organic approach. No longer attracted to over-plasticized images, shoppers desire a way to get back to the natural. Companies could focus on this aesthetic in order to increase their profits on the market.