menu

Amercian Apparel Partners With Crowdsourcing Site For Lookbook

Amercian Apparel Partners With Crowdsourcing Site For Lookbook
Advertising

The global fashion brand teamed up with Lookbook.nu and their users to share the latest looks with the rest of the world.

Piers Fawkes, PSFK
  • 8 march 2010

Fun and fast fashion retailer American Apparel have teamed up with LOOKBOOK.nu to create a snapshot of their customers at their most creative. Everyday, hundreds of users of LOOKBOOK.nu upload pictures of themselves in their fashion outfits to get rated by the rest of the community. American Apparel worked with the site in December 2009 where they announced a call for LOOKBOOK.nu users to submit outfits that featured American Apparel styles. After sorting through nearly a thousand entries, they created a lookbook with almost 80 young people wearing the AA brand from around the world. 150,000 copies will be available in their 280 stores around the globe.

Some of the LOOKBOOK.nu users in the book who sent in what AA considered were the best contributions have even been reshot by professional photographers and were added to the cover and centerfolds.

AA LOOKBOOK.nu Spread

The brand also started to use them in their ads too. They already have a reputation for creating eye-catching risque advertising, so PSFK asked the American Apparel press team why the change in direction. They responded and said:

Maybe this is better categorized as a resource than as an ad. What we liked about it is that it’s 77 people who each have their own sense of style showing how they like to wear American Apparel. Our photographers and designers see the garments in one way and sometimes the customers and fans see it a totally different way. The book has both. That’s a big reason why we’re giving it away at the stores and we hope people take it and get inspired or interested in pieces they wouldn’t have considered before.

AA also told us that they enjoyed how LOOKBOOK.nu users mixed and matched their brand with others. The Little Red Riding Hood image above features an American Apparel cape, Max Mara tights and Burberry shoes, for example. AA said:

A lot of these girls and guys are wearing some of their other favorite brands too. Sometimes it’s just one basic piece of American Apparel in their whole outfit. We think that’s pretty cool. It’s also one of the more unique parts of the project, since normally a lookbook or ad is all about exclusively showing your line.

Last year, American Apparel noticed how popular it could be working with their customers when when they held an in-store shoot for customers during Fashion’s Night Out. They ended up using a couple of aspiring models in their ads as a result including the “Cherry Blossom Girl in Paris“. The LOOKBOOK.nu collaboration was a “natural step” the press team say.

PSFK asked Yuri Lee, founder and community manager, of the crowd-taste site about why they decided to work with American Apparel. She said:

We’ve enjoyed a longstanding relationship with American Apparel because they are one of the few fashion brands out there that really ‘gets’ it. I think the majority of big companies out there still think that in the digital age, they need to fully own and control their brand. American Apparel, by partnering with LOOKBOOK.nu and creating this incredible booklet out of our community’s user-generated content, has shown that they’re willing to give up some of that control and shine a spotlight on how the customers are taking their brand, mixing it up, messing with it and making it their own.

What’s in it for us? The LOOKBOOK.nu / American Apparel lookbook hitting hundreds of AA stores around the world is a major milestone for us. For the first time since launching our site less than 2 years ago, this is the first major release of our content in print form. We have this really vibrant and amazing community full of talented young people and we’re happy that they will now be getting some public attention. We think it’s well deserved.

The final output has 132 looks. 150,000 copies that will be free at 280 American Apparel stores in 20 countries. They will also be available to be shipped anywhere via the website.

Get your book at American Apparel

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Today

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Today

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Automotive

See All
Mobile Today

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Floyd Hayes

Experiential Marketing Creative

Syndicated Today

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Today

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Today

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Today

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Today

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Today

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Today

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Today

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Today

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Today

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.