See Part I here, Part II here and Part III here.
It's "Honest Lookbooks" time again, famotrons. Yup, we're on our fourth installment of this national treasure of a series and by now you know the deal. If not, re-read the description I've used every time because, like you, I'm super fucking lazy:
Lookbooks are great tools for designers as well as critics. They quickly and efficiently layout a label's influences, themes and the ideal type of customer envisioned for any particular collection. But we all know lookbooks are highly-engineered events, the look and feel of which are often far removed from the reality of who's actually buying the clothes and what their lifestyle actually entails. In "Honest Lookbooks" we break down the discrepancy between the projected subjects and the actual consumers for some of the more notable brands in menswear.
1. honestlookbooks4
2. pigalle
Pigalle
What the Lookbook Projects: You are either Parisian or an ex-pat living full-time in Paris. You actually know what the fuck an arrondissement actually is. You have ties to the European underworld, easily traveling between high society and heroin dealers. You are culturally fluent and editors describe your style as ineffable.
What Wearing the Brand is Really Like: Your parents took you on a European vacation once and you continue to act like you were a part of the Lost Generation, wiling away your days in Paris despite being a college kid squarely planted in middle America. You have an irrational sense of superiority over kids who wear Supreme and Off-White. You watch Un Prophete once a month alone in your dorm room.
3. Eidos
4. TB
5. neighborhood
Neighborhood
What the Lookbook Projects: You left your day job making six figures to open an artisanal incense company. Monocle has reached out to you multiple times seeking to feature you, but you always miss the emails because you only go on the Internet twice a year to send invoices to some of the best boutiques in the world that are obsessed with your incense. You recently bought a ranch in Northern California where you and your gorgeous significant other restore vintage cars and grow the best loud this side of the Mississippi.
What Wearing the Brand is Actually Like: You wish you were a combination of Steve McQueen and Hiroki Nakamura. You can't afford visvim.
6. soloist
7. geller
8. beams
BEAMS
What the Lookbook Projects: You used to sell a little weed in college, but never made a big deal of it. You listen to R.A. the Rugged Man and still own back issues of Ego Trip. You worked with Action Bronson and Danny Brown on some conceptual art once, but don't even put it in your online portfolio because that was just for fun. When people ask you to hit their G Pen, you scoff and just roll a blunt right there on the street.
What Wearing the Brand is Really Like: You don't really know what wearing BEAMS is like because you can't really afford it and, anyways, all the U.S. stores that are now carrying BEAMS never buy the stuff you actually want, so instead you just go to thrift stores to cop stuff that kind of looks like BEAMS gear. You'd rather spend money on weird weed concentrates, dank tacos and taco-related products than spendy clothes anyway.
9. wings horns
10. ervell
11. raf simons
12. y3
