The video lookbook is by no means a new trend in the fashion world and not to toot my own horn (well - maybe a little), Abe, David, and I have been producing these for a few seasons now. Need I remind of you of a sweaty Reeve Carney playing the guitar in MNRKY gear? Exactly. Those two dreamboats strutting around the West Village in Scott James? Yep. Delish. But I digress.
I mean...MNRKY may have gone belly up, but these two are amazing.
The thing that I find captivating about video lookbooks is that they allow the brand to be as avant garde as they want to be while providing a much bigger platform to set the tone for that season's collection. These films are about 900 times more engaging than just thumbing through a catalog of images. I feel like any brand worth their salt in this extremely competitive market needs to crank out some kind of lookbook video or film, if only just a behind the scenes video of that season's shoot.
While I really love Vanessa Bruno's star-studded, perfume ad-esque videos (this season with Kate Bosworth is sooo beautiful but sooo weird), my current fave is from Rachel Roy. Along with director Cameron Ruddy, she created Beautiful. Imperfect. Life. which captures the FW11 RACHEL Rachel Roy collection. In my opinion. this is a perfect video for a fall collection. Half-dressed gorgeous people, fireworks, fabulous clothes, spot-on styling -- it makes me excited for fall and nostalgic about the summer ending all at the same time.