We're Watching This S.F. Lookbook On Repeat

It’s no secret we love fawning over stunning snaps of lust-worthy wares spotted in lookbooks — the dreamy lighting, the model’s how-did-she-do-that pose, and, of course, the vacation-like scenery in the backdrop. But, we can appreciate a brand wanting to spice it up now and then. And, for Micaela Greg’s fall 2013 lookbook, the designing sister duo had lights, camera, and action on the brain and made an insanely cool video to display their covetable knitwear.
"We drew on the the concept of mathematics in nature," said Karen Potesta, the label's co-designer, on the inspiration behind the collection. "We looked for refractions of light and shadows on walls and patterns made in the grooves of the sidewalk." Remind us to start following our shadows more often!
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Directed by Danno Watts, the video shows models hanging out in a studio donning the freshly weaved garb, with fast cuts to the beat of Lisa Papineau’s "Two Perfect Moments." From thick pullovers that are begging us to bundle up to printed scarves that will have us making friends with Karl the Fog, this season’s looks are already causing a scene. Press play below, and see if this video is killing the photo star.
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