Forget the lookbook – Bodega does it with trading cards
Obviously fashion brands want their lookbooks to give them standout over the competition. It’s strange then that they all keep to the constraint of the lookbook format and end up – in the most part – with an abstract, whimsical, brooding, Instagram-filter inspired portfolio for the hired photographer.
Well, Boston-based menswear retailer, Bodega, have unceremoniously launched the traditional lookbook out of the window and gone with tradable baseball and basketball cards to showcase its spring / summer 2014 collection.
It’s a brilliant piece of invoked nostalgia that instantly makes the brand feel creative and familiar. Who doesn’t have fond memories of swapping Kenny Dalglish and Kevin Keegan in their British playground?
It’s executed perfectly too with unfussy, low-resolution photographs of blokes ready to play with baseball bats and basketballs. They’ve even wrapped the cards in foil like the real thing and made them tradable.
The approach is instantly recognisable to Bodega’s core customers, gives them standout and communicates the brand’s sporting and urban inspiration – and its wearability. Bodega’s hoodies and sweatshirts are a joy to behold too!