G-Shock's lookbook for its Spring/Summer 2016 collection features skaters in the State Tretyakov Gallery in Moscow. The images are a stark contrast of what one would expect to see in an art gallery, but that's what makes the shots so appealing. They come across as rebellious and youthful with the streetwear-adorned men posing in front of Russian art pieces with their tattoos, skateboards and bikes; some images even feature the boys break dancing and skating through the gallery. Aside from product close ups, almost every shot unassumingly displays G-Shock watches on the skater's wrists.
The stark contrasts between street culture and the classic art museum make the lookbook images eye-catching. The catalog would appeal to young Millennial men who are looking for ways to express their individuality and rebel against the norm.
What's Driving This Trend
- Youthful Rebellion
- Opportunity to create lookbooks that combine street culture with traditional settings, appealing to young rebellious individuals.
- Artistic Streetwear
- Chance to showcase streetwear fashion in unconventional settings like art galleries, creating a unique and edgy aesthetic.
- Alternative Advertising
- Opportunity to use non-traditional methods like rebellious skater lookbooks to promote products and grab the attention of target audiences.
Who This Affects Most
- Apparel
- Potential for apparel brands to create edgy lookbooks that resonate with young rebellious consumers.
- Art Galleries
- Opportunity for art galleries to collaborate with streetwear brands to attract a younger and diverse audience.
- Advertising
- Chance for advertising agencies to think outside the box and create unconventional campaigns that resonate with rebellious consumers.
