See everyday people choosing their own look in I Love Ugly August Capsule Collection Lookbook.
I Love Ugly put up a special editorial for its upcoming August 2015 Capsule Collection, and executed the project in a pretty unique way.
Rather than using professional models, the brand opted for everyday guys, and that’s not all: the so called ‘normals’ got to choose their outfits from the August release.
Titled ‘Normal’, the editorial highlights the upcoming line, that includes bomber jackets and baseball jerseys, alongside basic tees and lightweight button-ups.
The New Zealand based brand’s August collection is available at its LA, Melbourne and New Zealand stores, as well as at its online store.