Produced and directed by OMA: Alexander Reichert & Fausto Fantinuoli and photographed by Phil Meech; fashion meets photography meets illustration to create Prada’s AW10 fantasy lookbook. I’m all for ideas that are different and i’m even more for brands that feel no way to think outside the box and do something thats unexpected and original and this is one of those things! I think its brilliant art but does it really serve its purpose as a campaign for a luxury brand? I’m not too sure because I don’t think it really reflects what we’re to expect from the collection. Having said that it’s eye catching an appealing to a certain audience so in that sense it works, have a look at the photos.. what do you think?

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I am in love with the photography from this campaign, each photo looks like a still from an action movie an art which I have yet to master- major props to the photographer and stylist of the shoot! I’m also loving the idea behind the campaign, I think having a bad boy character as the face of the campaign works really well with the kind of brand Wrangler is and their target audience. The theme of the shoot is really dark and mysterious reminds me a little bit of Grand Theft Auto. Boasting the usual colour code from previous campaigns, this collection looks quite promising and I’m anxious to see more in the coming weeks. Take a slightly closer look into Wrangler’s Blue Bell campaign for A/W10 with the campaigns official promotional video and more photos…

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So here’s the first look at the Y-3 A/W 2010 collection. The new collection reminds me very much of Uniqlo before the whole J+ series; it’s the colours and the styling of the shoot. I quite like this, its very different but very Japanese who pretty much are the pioneers in fashion! Since last season, I’ve been feeling like fashion is just becoming All Saints as every other shop you walk into you would find a cheap knock off! This is still the case but not in this collection, it’s nice to see there is still some new material out there. The combination of all your must have winter wear and Y-3‘s elaborate collection of sneakers in my opinion puts these guys in a good position in the sports fashion market. Check out the collection..

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YenYong is excited about the launch of new Magazine RE-BEL. Created by Fashion London Designers of  Jaiden Rva James Jaiden Jeremy James And Rasharn Agyemang, RE-BEL magazine will be innovative in giving new designers a platform to showcase their work, something that YenYong fully applauds and supports! Issue one is free and out NOW!  Be sure to pick up a copy!

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Prada collaborate with filmmaker & photographer Yang Fudong (who has produced some amazing work in the past, view here)to produce a stunning campaign they named “First Spring” for their spring/summer collection. The campaign consists of several print ads and a short film. I quite like the print ads, they are very Prada.. very simple and classy. Yang paints a Crouching Tiger Hidden Dragon meets Mary Poppins picture with the flying umbrellas and oriental scenery.

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I have a love hate affinity with fashion. But at the end of the day, its what i do. I believe fashion is intricately woven into our modern way of life. We are either “in fashion” or “anti” fashion… or so post modern.. or whatever you want to call it. Either way, we lead each day trying to fulfill our dreams.Fashion is the desire we have to express ourselves through what we dream to be day to day necessity. A few days ago I happened across this cute documentary that those of you who follow the fashion HYPE may enjoy.

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Joy Rich is an exclusive brand based in L.A, launched in 2008- the US boutique style brand features an L.A meets Japan style that has proved to be fresh on the scene these days.

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