To create the lookbook for their Fall/Winter 2015 collection, Japanese apparel brand WTAPS enlisted the help of 90s hip-hop trio Scha Dara Parr.
Scha Dara Parr was best known for a 1994 Japanese hip-hop hit. They represent the original generation of Japanese hip-hop acts, and were thus ideal model's for WTAPS' streetwear look. The editorial, titled 'Triple Shot,' shows the trio in the rugged WTAPS collection, which includes such classic items as branded crewnecks, baggy pants and camouflage pattern and plaid flannel shirts.
With this Scha Dara Parr lookbook, WTAPS is capitalizing on 90s nostalgia on a more subdued level. While other brands opt for flashy, explicit revivals, featuring crop tops and snap bracelets, WTAPS gains retro credibility with the subtle use of 90s musicians as models.
Key Themes Behind This Trend
- Subdued 90s Nostalgia
- WTAPS capitalizes on 90s nostalgia with a more subtle approach, using 90s musicians as models.
- Streetwear Lookbooks
- The use of hip-hop trio Scha Dara Parr in the WTAPS lookbook showcases the streetwear collection in a unique way.
- Retro Credibility
- WTAPS gains retro credibility by featuring 90s musicians in their lookbook, appealing to consumers' desire for nostalgia.
Where This Applies
- Fashion
- The fashion industry can take advantage of nostalgic fashion trends by incorporating 90s elements in their collections.
- Music
- The music industry has the opportunity to collaborate with brands and participate in lookbooks to gain exposure and appeal to a wider audience.
- Marketing and Advertising
- By using 90s musicians as models in their lookbook, WTAPS showcases the power of nostalgia in advertising and marketing campaigns.
