PSFK Window Shopping: Myspace Pics

PSFK Window Shopping: Myspace Pics

Anxious to expose the latest trends in storefront windows, the PSFK team set foot roaming the streets of New York in search of the most...

Jeff Squires
  • 1 august 2006

Anxious to expose the latest trends in storefront windows, the PSFK team set foot roaming the streets of New York in search of the most innovative and creative storefront displays we could find. While we were a little unimpressed with what we found, we did pick up on a few reoccurring themes for selling stuff in SOHO making use of Myspace styled profile pictures. 

A glut of digital cameras combined with a growing necessity for provocative profile shots has spawned a new breed of photography stemming from personal profiles. 

It’s that murky something you cant quite put your finger on but know right away when you see. Maybe a self-portrait from an awkward angle, arm stretched out, exposing just a little forearm.  Or how about the extreme close-up, hinting at some deep inner though.  Or maybe it’s the classic ‘lookin hot’ shot in a weird locale.  Regardless of the specific composition, they all encompass a careful balance between intrigue and sex appeal with a stripped down and raw candidness that can only be captured from an amateur’s eye.


That is, until American Apparel came along.  They were the first to capitalize on the do-it-yourself, consumer created content imagery that marketers are finding so successful.  The seemingly haphazard snapshots that characterize American Apparel’s marketing symbolize an authenticity that the online generation has come to expect.

We noticed Malia Mills, a small swimsuit boutique West of Broadway also using myspace imagery to sell.  The focus of the display is an industrial frame clamping together a series of pseudo sexy snapshots.  The shots all feature young woman in bathing suits locking eyes with the viewer while sprawling across a plain white backdrop. 

The informal and natural feeling of this style, coupled with the scantily clad girl next door leaves consumers in an awkward limbo between creepy voyeurism and the longing you get when flipping through an old photo album.   It’s still the same old sex appeal, just not being slapped across your face by a professional model. 


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