The lookbook has become a tremendously effective vessel of communication for the modern clothing company. A cross between a magazine and a photo-essay, it serves as a medium for both creativity and brand identity. It showcases the true potential of its featured apparel; an intrinsic value beneath the surface level. The feel. The mood. The style. At SPILT MILK, we believe clothing is more than a commodity. Clothing is an extension of a brand. The clothing you wear is telling of who you are and what you believe in. Because of this, we strive to ensure our lookbooks effectively portray a culture of youthfulness, resilience, and determination in alignment with the bigger message we serve to promote. However, doing so is no simple task. We thought we should share some key elements that went into making our most recent lookbook the best it could be.
Location is everything. WINTER 17/18 is set in the historic Old Towne at the heart of Orange, CA. The area is populated with a diverse mix of antique shops, trendy restaurants, and craftsman-style houses. The scene makes for an unusual crossroads between the historic and the modern, the young and the old, the past and the present. The setting this provided was oddly fitting for the centerpiece of the season’s release: the OUTLINE long-sleeve t-shirt. Available in black and white, the simplicity and integrity of the design amidst the backdrop of Old Towne Orange serves as a testimony to youth culture and its omnipresence despite changing times. Trends may change, but the underlying themes of rebellion, creativity, and persistence never die. A combination of monochromatic and vintage, film-style photographs obscure the timeframe in which the lookbook is set. Viewers are invited to focus on the ‘what’ and ‘why’ rather than the ‘when’ and ‘how.’ In doing so, we are able to see past the superficial and gain insight into the motivations that make us do the things we do and the reasons why we are the way we are. We live in the moment. We make mistakes. But above all, we have fun and never look back.
Another integral element of our lookbook is collaboration. Although we finalized the design in-house and were responsible for all preparation and planning, we partnered with a unique startup company called NativeFour to handle the photoshoot itself. NativeFour is a company made for millennials, by millennials which seeks to disrupt traditional advertising and branding practices through creative media. Apprehensive of failure? Not a chance. Risk takers? Absolutely. And that’s just the way we like it. With philosophies aligned, it came as no surprise that working with their team was a blast. Aside from photography, we enlisted the help of Los Angeles based makeup artist Arielle Ross to set the tone and ensure the models were looking their best. It was a great time chatting with her as she effortlessly applied makeup to five of our models in no time flat. Adept. Creative. Driven. Arielle’s immense talent and focused mindset certainly played a role in making our lookbook the best it could possibly be. Surrounding yourself with creative and motivated people is the best way to make good ideas great, and great ideas outstanding. For this reason, we hold collaboration with high regards and seek to continue this trend in our future endeavors.
Finally, the lookbook would be nothing without models to wear the apparel. What better place to look for models than amongst your own friends? Friends of old. Friends of new. Lucky for us, our friends embody everything SPILT MILK stands for. We couldn’t have asked for a better group of charismatic and stylish individuals. We pride ourselves on fostering and maintaining relationships with everyone we work with. Furthermore, work never feels like work when you’re around people you enjoy spending time with. At times it felt like less of a photoshoot and more like a casual get-together. Hanging out, sharing laughs, and taking photos. I believe this very atmosphere helped the lookbook appear more natural and inviting overall.
All said and done, creating the WINTER 17/18 lookbook was a fantastic experience, and one that we will not soon forget. We look forward to whatever the future holds and more memories to come.
By Noah Jacobs, Creator of SPILT MILK