In December 2009, American Apparel asked users at real-people fashion site Lookbook.nu, to submit photos of themselves wearing outfits that incorporate the brand.

From over a thousand entries, a 64-page-lookbook has now been published with 132 looks created by about 77 chosen people from across the world. The book is a pretty stunning example of where fashion, narcissm and consumerism collide! Here is a little sneak peak…

American Apparel says their photographers and designers often see the garments in one way but sometimes the customers and fans see it in a totally different way. The book has both and is a tribute to let users co-create the brand image and express individuality. The book is given away at selected stores for inspiration and encourage impulse buy, oh.. we mean pieces you wouldn’t have considered before…

We reckon this way of finding raw unique and interesting talent to advertising campaigns, is taking the growing trends of street casting and or virtual street casting a little bit further. The real people are not only a model but also organising their own photographer, stylist and set designer – most likely a friend but many might purely be DIY (Do-It-Yourself).

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