The folks at Huf just dropped the lookbook for their fall 2014 campaign, but this time around, they flipped the conventional way in which lookbooks are displayed. While the images you’re about to see present the latest offering from the skate brand, instead of presenting them via photographs, we get to see them in the form of watercolors by graffiti artist Gorey.
The lookbook is comprised of photographs shot by Brian Kelley— who also photographed Nike NYC Box Truck project— in NYC’s Chinatown, which were then handed over to Gorey to create the masterpieces before you.
While the collection doesn’t depart from previous Huf releases, the watercolors allow viewers to engage with the collection in a new way. Old tags and fill-ins would be dismissed in other lookbooks, but Gorey chooses to replicate them as well as subtle features in the surrounding architecture. Of course, we can’t forget the clothes here; Gorey’s attention to detail in the clothing— like the make-up of the tartan and minute details of the print on the 5-panel cap— is truly captivating.
Overall, this was an interesting take on the lookbook, and a unique way to go about delivering something new and fresh to consumers. We’re looking forward to seeing what this will do for lookbooks in the future. Head over to HUF to checkout the new fall collection.