As far as outlets for a fashion brand’s creative expression go a seasonal lookbook lends itself pretty niftily to portraying the overarching theme of a collection, and for their fall/winter 2013 lookbook Austrian menswear brand Grundtner & Söhne have utilised this grey area between editorial design and fashion to the nth degree.
To offset the dark colours of their fall/winter collection, the brand had their winter collection shot against a pop-arty backdrop of pastel shades and 90’s inspired sets and then cleverly photographed the actual images in a similar setting in a weirdly meta self-referential twist. Shot by Daniela Trost and designed by Benjamin Zivota, the lookbook does exactly what a publication of its kind should, and with bucketloads of personality. With a set up like this the clothes become infinitely harder to resist.
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