When a McCafe replaced the designer waters and champagne at this week's New York Fashion Week, it became apparent that the fashion world is also tightening its belt. While extravagant fashion may be taking a hit, this industry obsessed with the new and the next can be reassured that creative style is still alive and well.
Enter Lookbook.nu. Describing itself as a “collective fashion consciousness,” Lookbook is an online social network of stylish youth eager to share their wardrobe successes with the world. It’s like Facebook for international fashionistas in training -- some more successful than others of course, but all putting it out there nonetheless, which is what it’s all about. more >>>
And the real beauty is the immediate widespread influence. No more waiting for a trend to begin in Europe or on the coasts and slowly creep its way to middle America. Now, a misunderstood, artsy teen in Duluth can find inspiration and admiration from her style soul mate in Dusseldorf.
Is this a glimpse into the future of fashion marketing? Perhaps. Contrary to the name, you can only “LOOK” and not “BOOK.” No apparel is available for purchase directly from the site, and no “models” are available for bookings. Yet. The photos are, however, brilliantly sorted and tagged by brands, items of apparel and location. So it likely will just be a matter of time.
No doubt the major fashion brands are onto it. Members show love for favorites by awarding lookbook points or “hype” as they call it. And isn’t hype what every brand wants after all? But unlike the rest of the highly-critical fashion world, what you’ll find at Lookbook is largely encouragement and compliments for each other’s creative expression through apparel.
If nothing else, Lookbook is a goldmine for designers, photographers and stylists seeking inspiration. Not to mention casual people watchers. Since fashion isn’t fashion until someone embraces it, these kids have taken back the reins and are showing each other what fashion is to them, creating a runway from their living rooms.
But rest assured, fashion world. As most stylish scenes go, you can belong to Lookbook by invitation only. Some things will never change.
too true!
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