Honest Lookbooks

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Complex Original

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Lookbooks are great tools for designers as well as critics. They quickly and efficiently layout a label's influences, themes and the ideal type of customer envisioned for any particular collection. But we all know lookbooks are highly-engineered events, the look and feel of which are often far removed from the reality of who's actually buying the clothes and what their lifestyle actually entails. In "Honest Lookbooks" we break down the discrepancy between the projected subjects and the actual consumers for some of the more notable brands in menswear.

1. honestlookbookslead

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2. ralph

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3. supreme

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4. brunello

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5. needles

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Needles

What The Lookbook Projects: You have really serene, contemplative morning rituals. You pour coffee in an artful manner and listen to lots of classic reggae. You have that cool magnetic strip in your kitchen to hold your knives on the wall. You know that nepenthes is a type of carnivorous plant.

What Wearing The Brand Is Really Like: You know nepenthes is a type of carnivorous plant and your morning ritual often includes fresh juice and fresh marijuana. So, perception and reality aren't that far off in this instance. If you can afford a ton of Needles in your life then you're living a serene fucking lifestyle. Lemme hold one of those sick boro tapestries, my guy? Please.

6. Suit

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7. rugger

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8. han

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9. tomford

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10. visvim

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11. balmain

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12. jcrew

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