ZOZOTOWN x A Bathing Ape Spring/Summer ‘Indigo’ Lookbook
Here’s what I think is a perfect example of how a solid lookbook will sell clothes better than almost anything else. Perhaps the only other obvious selling point is someone famous wearing your shit. I feel it’s important to ponder out loud however, whether your typical guy is as susceptible to celebrity endorsement as your typical girl. I don’t want to make assumptions. I just don’t care about which famous individuals are wearing what. What sells me is any average dude, whether he be online or on the street, looking on point and effortless. Whereas when Rihana walks out on stage wearing some hideous excuse for a T Shirt from Boy London, suddenly girls I’ve always respected and thought were quite stylish are queuing up to buy something that looks like it should be sold out of a beach kiosk.
But I digress, this lookbook being the main point - perhaps no longer? - of this post. I noted several things when I came across this set of pictures.
- This man looks effortless. I love menswear to do that as I previously mentioned. There ain’t nothin worse than a dude who looks like he’s tryin too hard. Perhaps with the exception of Kanye. The guy in this lookbook is just relaxing, reading a magazine, fixing a car, fishing… I’m not an idiot, I’m a photographer and I know how these things work. This guy is being directed to some extent. The scenes may even be utterly staged and outside the models normal routine. But it doesn’t look that way. It also might not be that at all. More and more I’m seeing lookbooks that simply document someone’s life in different clothing.
- He looks like an average Joe, but he still looks cool. Good beard (key), relaxed demeanour. There’s no big stand out reason why he looks good though. You just think, ‘huh, chill looking guy, we could drink coffe and fix cars together.’ It’s coming back to being casual again.
- This is selling me a lifestyle. The Japanse do this so dam well. In this case, for me, it’s the right lifestyle. I like the classic car, I grew up fishing with my dad, I want to don well-cut workwear in the day and then smarten up in the evening for drinks. This lookbook is a lazy Sunday with style.
The kind of visuals that work on me, are those that make me believe that they could exist naturally. Sure I like a bit of showmanship sometimes, I really appreciate a great photograph, but what makes me buy are those subtle observations and details that have me put myself in that environment, wearing that jacket. I don’t like studio lookbooks. With guys stood deadpan to camera with hands by their sides. Save it for your online store. No one stands like that, you’re not selling me anything. I’m not saying they don’t have their uses but they should only be an accompaniment.
There are pieces that can sell themselves in any environment, but that doesn’t mean you shouldn’t try and create that tugging sense of aspiration that sends people out to their favourite stores because they know that some new threads will change their life for the better.
You can buy it online here. Or at BAPEXCLUSIVE in Kyoto. Wait you don’t frequent Japan…?