The BornxRaised Spring 2019 collection is showcased in a lookbook that is captured in a slightly unconventional way. The Los Angeles-based brand spotlights local families from Venice, capturing multiple generations wearing the seasonal designs. The editorial features eight different families that have been living in the community for generations and the photographs capture the families in their most comfortable environments, right outside their homes.
The photos also highlight the streetwear items including hoodies and graphic tees that are elevated in a retro manner, accompanied by collage-style printed button-up shirts and the standout green velour polo shirt. Venice Beach local Bobby Luna states, "my family has lived. died. and given life in Venice. Growing up in Venice felt like a big family–everyone knew everybody, good or bad. We knew who we were. we had respect for the blood sweat and tears torn the generations before us. We don’t see all the familiar faces anymore. The history is within us even though sometimes we feel like strangers in our own neighborhood,"
Unconventional Culture-Themed Lookbooks
The BornxRaised Spring 2019 Range Travels to Venice Beach
Trend Themes
1. Unconventional Lookbooks - There is an opportunity for brands to showcase their collections in unique and unconventional ways, such as featuring local families and capturing them in their own environments.
2. Generational Representation - Highlighting multiple generations within a community can create a sense of authenticity and nostalgia, offering brands the chance to connect with consumers on a deeper level.
3. Elevated Retro Streetwear - Reviving retro styles in streetwear can be a disruptive innovation opportunity for brands to stand out in the fashion industry.
Industry Implications
1. Fashion - The fashion industry can explore unconventional lookbooks and generational representation to engage consumers and create a unique brand image.
2. Photography - Photographers can experiment with capturing local families in their natural environments, providing a fresh and personal perspective in their work.
3. Streetwear - Streetwear brands have the opportunity to revitalize retro styles and incorporate them into their collections to cater to nostalgic consumers.