Instead of the regular fashion show, & Other Stories takes its fw17 collection to Instagram during Paris Fashion Week. Seven inspiring ladies (Candice Lake, Laura Bailey, Jan Quammie, Sarah Nait, Camille Charrière, Labériane Ponton and Maria Bernad) got the chance to create their personal other story in the brand’s atelier in Paris. The images were shot by one of the women, Candice Lake, who’s a pioneer in street style photography.
With the rise of fashion bloggers, street style photography has become an important alternative to traditional fashion shoots and lookbook images. For women (and men) it seems to be easier to relate to what they see on the streets. Outfits being worn by “normal” people instead of perfect models, in an everyday environment rather than a studio. Today it seems like the most normal thing but this trend has only been evolving the past decade.
Also, back in the days the fashion weeks were exclusively preserved for buyers, journalists and very good customers of luxury labels. Now we, the ordinary mortals, can also take part. Even when we’re not around, there are still the livestreams of the shows. And thanks to the many street style photographers, bloggers and influencers we can behold loads of fascinating looks on Instagram.
For brand’s like & Other Stories the democratization of fashion is very important. Not everyone can afford luxury labels. But that doesn’t mean you don’t want to wear a great outfit. The Swedish label is the perfect option when you want to dress in an original, trendy way without spending an enormous amount of money. To take the democratization part to another level, they decided to take their fw17 campaign to Instagram. Also, the fact that these seven inspiring ladies could do their own thing with the collection, makes the result look more real than a perfectly styled lookbook. Follow the stories live during fashion week via the & Other Stories Instagram account or the accounts from Candice Lake, Laura Bailey, Jan Quammie, Sarah Nait, Camille Charrière, Labériane Ponton and Maria Bernad.
Photo credits: Candice Lake for & Other Stories