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wh a ti fi k e ad i di nf a c tma k ec l o t h e s ?t h i si sa ne x p l o ra t i o ni n t o ' i fi k e ad i dma k ea n ds e l lc l o t h i n g ,wh a two u l di tl o o kl i k e ' i n v e s t i g a t i n ge v e ry t h i n gf ro ms we d i s hl i f e s t y l e ,t a rg e tc u s t o me r a n di ns t o rel a y o u ta n dd e s i g na swe l la st h ec re a t i o no ft h e c l o t h i n gra n ga n dh o wt h ec u s t o me rwi l li n t e ra c ti nawa y t h a ti ss u i t a b l ea n dwe l lf i t t i n gt ot h ei k e ab ra n dt h a t i sa l re a d ye s t a b l i s h e d .

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l o o k i n ga tt h ere s u l t sf ro mwh a twa sg i v e nwh e ni a s k e dwh a two rdc a met omi n dwh e nt h e yt h i n ko fi k e a a l lt h ewo rd sa rep o s i t i v ea n dh a v eav i b ra n tf e e l . s o meo ft h ek e ywo rd sg i v e nwe ref u n ,s we d i s h , p ri n t ,f l a tp a c ka n db ri g h t . t a k i n gt h e s e5k e ywo rd s , i f e e lt h i si st h ero u t emyc o n c e p twi l lt a k ea n dt h e re f o re wi l lh o p e f u l l yc o n v e yt h eb ra n di ma g et h a ti k e ah a v ea l re a d ye s t a b l i s h e d . i t h e ne x p l o re ds o meo fi k e a se x i s t i n gt va d v e rt i s e me n t s ,i d i d f i n ds o met h a twe remo reri s q u e -h o we v e r,t h ero u t et h e c e n c e p ti st a k i n gi sb ri g h t ,f u na n dh e a v i l yi n f l u e n c e db yt h e i k e ab ra n dme s s a g eo f

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f l a tp a c ki sa ni n t e g ra lp a rtt ot h e i k e ab ra n d . i ti st h ei n t ro d u c t i o n o ff l a tp a c kf u rn i t u ret h a ts e ti k e a a p a rtf ro mi t ' sc o mp e t i t o rs . u s i n gt h i si d e ao f' f l a tp a c k ' i ss o me t h i n g v e ryi mp o rt a n tt ot h ec o n c e p ta n dt h ere s to f t h ed e v e l o p me n t . t h es i mp l i s t i cl i n e sa n df o rmu l a s wo u l dl e n dt h e ms e l v e sp e rf e c tt og a rme n t d e t a i l s / i n s t ru c t i o n s .

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E x i s t i n gi k e ap ro d u c t st h a ti n f l u e n c ed e v e l o p me n t a f t e rre s e a rc h i n gi n t owh a tp ro d u c t si k e aa l re a d ys t o c k s ,t h e rewa s ac l e a rd i v i d eb e t we e nt h eb ri g h ta n db o l d ,t h es o f t e rt o n e st h a ta remu t e d a n ds u b t l ea n dt h ee v e ry d a ye s s e n t i a l st h a ta reb a s i ci nc o l o u r

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Re s e a rc hi n t ot h es we d i s hli f e s t y l e&f a s h i o n s t y l e : re l a x e d o v e rs i z e d b o y f ri e n df i t mu t e dt o n e s k n i t s&c o t t o n s l o o s e c o mf o rt p ra c t i c a l i t y f u n c t i o n a l i t y s we d i s h

re s e a rc hi n t ot h es we d i s hwa yo fl i f e i sk e ya st h i swi l lh i g h l i g h ta n ya re a s t h a twi l li n f l u e n c ed e s i g na n dd e v e l o p me n t o ft h ef i n a lp ro d u c t .

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t h e s ek e yf a c t sa n df i g u re ss h o wt h a t s we d i s hp e o p l eb e l i e v ei nas t re s sf re e a n dl i f eo fe a s e .

A l le mp l o y e rs( a so f2 0 0 4 )a rere q u i re dt op ro v i d ef re ema s s a g e .

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Mo ret h a n8 0 %o ft h ep o p u l a t i o nl i v e swi t h i nf i v emi l e so fana t i o na lp a rk /c o ns e rv a t i o na re a ,a nds t u d i e ss h o wt h a t s p e nd i ngt i mei nna t u ra ls u rro u nd i ng sre d u c e ss t re s s ,b o o s t sme nt a lh e a l t ha nde v e nl o we rsb l o o dp re s s u re .

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h e i d i 6 2y / o n oc h i l d re n l o v e se x p l o ri n ga n dt ra v e l l i n g d re s s e sb ri g h ta n db o l d e n j o y sma k i n gas t a t e me n t l o v e sl i f e

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a l t h o u g ht h e s ea ret h ek e yi k e ac o l o u rs i f e e li k l o t h ac o u l dh a v ean e ws h a d eo f b l u ewo u l db ri n gi tu pt od a t ea n dk e e p i ta sas e p e ra t es e c t i o nt oi k e ai t s e l f .

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t o ot h i na n dh a rdt os e ea g a i n s tb l u eb a c k g ro u n d t h e s ef o u n dl o g o sa rea l li n f l u e n c i a l t ot h ef i n a li k l o t h al o g oo u t c o me . i re a l l yl i k et h es i mp l ec l e a nl a y o u t b u ta l s ot h eh a n d ma d et o u c ht h e ya l lh a v e .

at h i c k e rt y p ewi t ht h eb ro k e nd o wn i k l o t h awo rk sb e s t .

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d e v e l o p me n to fc o n c e p t .

t h i si st h ema i nc o n c e p tb e h i n dt h ei d e a o fi k e ama k i n gc l o t h i n g .

T h es t e p swi l l b ei l l u s t ra t e db yu s i n gt h ef l a tp a c k s t y l eo fi n s t ru c t i o na l re a d ys e e ni ni k e a . i t e mswi l lb es o l di n d i v i d u a l l y( s ob u y i n g o fp a c k si sn o tc o mp u l s a ry ) . a swe l la s k e yg a rme n t s( p ri c e dh i g h e r)wi l lb e s o l da ss i n g l ep e i c e sn o tf o rp a c k s . i f e e lt h ei d e ao fmi xa n dma t c h i n gp a c k t h e mei ss o me t h i n gt h a tc o u l db ed e v e l o p e d i nt h ef u t u re .

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f i n a li n s t ru c t i o nma n u a l i n f o rmi n gc u s t o me rsi n s t o reo nh o wt omo v et h ro u g h t h es t a g e so fc re a t i n gt h ei k l o t h a p a c k s

i n t rot op a c kt h e me1

l o o k i n ga ts o meb ra n d st h a tma yc o mp e t e wi t hi k l o t h a -i h a v es e l e c t e ds o mei t e ms t h a tma yi n s p i res i l h o u e t t e s . a st h i sp a c k t h e med o e s n ti n v o l v ep ri n t ,t h ei mp o rt a n c e i sp l a c e du p o nc o l o u rs e l e c t i o na n dp l a c e me n t

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t h eh a f t ap a c k a g ec e l e b ra t e st h es we d i s h t e rm' l a g o m' me a n i n gn o tt o omu c h ,n o t t o ol i t t l e ,j u s tri g h t . a n dt h i sc a p s u l e p a c ki sj u s tri g h t . f i tf o rt h eb e l i v e ri n a l lt h i n g ss i mp l ea n dc l e a n( a l mo s tmi n i ma l ) . wi t hl o o s ef i t t i n gg a rme n t st h a tf l o wwi t hy o u r mo v e me n t . t h ec o l o u rsa res u b t l ea n dc l a s s i c n o t h i n gt o ob o l d ,n o t h i n gt o od ra b . h a f t a . t h ewo n d e rf u le v e ry d a y

i n t rot op a c kt h e me2

l o o k i n ga ts o mec l o t h i n gb ra n d st h a t c o u l ds i ta l o n g s i d ei k e aa sac o mp e t i t o r i h a v es e l e c t e ds o mei t e mst h a tc o u l d i n f l u e n c ep ri n td e v e l o p e me n ta swe l l a ss i l h o u e t t ee x p e ri me n t a t i o nf o rt h e d a mp a dp a c kt h e me .

p a c kt i t l ec a mef ro m s y n o n mso fs u b t l e

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t h ed a mp a dc o l l e c t i o nre v e l o v e sa ro u n d t h es we d i s hs u mme r. c e l e b ra t i n gt h el a i d b a c ka n dre l a x e da p p ro a c ht os p e n d i n g q u a l i t yt i mewi t hf a mi l ya n df ri e n d s . s we d i s hb e a c ht o wn sf i l l e dwi t hp a s t e l b e a c hh u t sa rep e rf e c tf o rt h i sc h i l l e d o u tc o l o u rs t o ry . a swe l la sg a rme n t swi t h at o u c ho ff u nwi t h o u tb e i n gt o oi mp ra c t i c a l . p e rf e c tf o ras u mme ri nt h es we d i s hs u n .

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b ri g h t ,b o l da n dc o l o u rf u l s u mu pt h i sp a c kt h e me . b a s e d o nt h eg re a to u t d o o rsa n dt h e i mp o rt a n c eo ff o rra g i n gf o r b e rri e si nt h es u mme ri ns we d e n . t h ec o l o u rso fra s p b e rri e sa n d n a t u ra ll e a v e si n f l u e n c et h i st h e me . a swe l la st h ea u ro rab o re a l i s .

p ri n tp l a c e me n ti si mp o rt a n tf o rt h i s p a c k ,t h eb ra n dma ri me k k ou s eami x o fl a rg ea n ds ma l ls c a l ep ri n t s t h ro u g h o u t . a swe l la st h eb ra n d mo n k i ,t h a tu s eami xo fa b s t ra c ta n d d e t a i l e dp ri n t s . me rg i n gt h e s et wo t o g e t h e rwi t h i nt h i sp a c kt h e me wo u l ds e ti k l o t h aa p a rtf ro mt h e p ree x i s t i n gp ro d u c t sa n db ra n d s

d e s i g ndevelopmentofp a c ki t e ms t h i si st h ed e s i g nd e v e l o p me n to ft h eb a s i ci t e mst h a twi l l b eu s e dt oma k eu pt h e' p a c k s ' . e a c hp a c kwi l lc o n t a i n5 i t e mss e l e c t e db yt h ec u s t o me rf ro mt h i sra n g eo f8b a s i c p a c kp i e c e s

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I f e l ta d d i n gas k i rtt ot h ep a c kc h o i c e s wa samu s ta si ti sc a t e ri n gf o rawi d e r ma rk e t . t h es i mp l emi d i l e n g t hs k i rti ss i mp l e a n dl i k et h ed re s ss o me t h i n gt h a ti so f t e n s e e nt h ro u g h o u ts we d i s hs t y l i n g . o f f e ri n g t h es k i rtc o u l dp o s s i b l yb ea na l t e rn a t i v e c h o i c et ot h et ro u s e rswh e np i c k i n gt h e p a c k sc o n t e n t s .

L I K ET H ERE A S O N SF O RP I C K I N GT H E B A S I CS H O RTS L E E V ET E E -T H EC H O S E N L O N GS L E E V ES T Y L EI ST H EB A S I CS H A P E .

T H I SWI L LL E N DI T S E L FT OH E A V YP RI N T P L A C E ME N TA SWE L LA SB E I N GP L A I N WI T HN OP RI N TF O RT H EH A F T AT H E ME .

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O u to ft h e5ts h i rtd e s i g n s -T H EO N EI F E L T F I TT H EC O N C E P TO FT H E' P A C K ' B E I N GMA D EU P O FS I MP L EG A RME N T ST H A TC A NB ET A I L O RE DT O T H EP A C K' T H E ME ' I ST H EB A S I C .

I TI ST H EO N E T H A TWO U L DS U I TMO S TB O D YT Y P E SF O RWO ME N WI T H O U TB E I N GT O OL O O S E / T I G H T .

I TI SA L S OA S H A P ET H A TWO U L DMA T C HWI T HA N Y T H I N G .

MA K I N G I TF I TF O RT H EP U RP O S EO FAMI N I C A P S U L E C O L L E C T I O NWI T H I NT H EP A C K .

t h i sb a s i cs h a p ed re s s ,i smo s ts u i t e d t ot h ep a c k ,a sa d d i n gs o me t h i n gl i k ea d ra ws t ri n gwo u l di n c re a s ep ri c e sa n d t h ep a c ki sa l la b o u tb e i n ga sl o wc o s t y e te f f i c i e n ta n df i tf o rp u rp o s ea sp o s s i b l e . t h es h a p eo ft h ed re s si sf l a t t e ri n ga swe l l a sb i n gi nk e e p i n gwi t hs we d i s hs t y l ea n dd e s i g n s .

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d e s i g ndevelopmentofp a c ki t e ms h a v i n gt h eo p t i o no fs ma l la c c e s s o ri e s i nt h ep a c k so f f e rst h ec h a n c et o c re a t es o me t h i n gt o t a l l yd i f f e re n t , a n di a l s of e e li t st h e s el i t t l ed e t a i l s t h a tre s o n a t emo s twi t ht h e' i k e ab ra n d ' a g a i n ,t h es t y l et h a two u l df i tt h e p a c k sb e s two u l db et h emo s ts i mp l e , a n dt h eb a s i ca n k l ei sas t y l et h a t e v e ry o n ei sc o mf o rt a b l ewi t h .

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l i k et h eo t h e ri t e ms ,t h emo s tb a s i c a n ds t ra i g h tf o rwa rdi sb e s tf o rt h e p a c k s ,t h es i mp l es t ra i g h tc o t t o ns c a rf i sg re a tf o rt ra n s f e rri n gt h ec u s t o me rs c h o s e np ri n ts oi ti sv i a s b l ea n dc l e a ru n l i n ei fi twa sp ri n t e do nwo o lo rk n i t .

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f o rt h ep a n t so p t i o nf o rt h ep a c k s s o me t h i n gv e ryl o o s ea n ds i mp l ei s k e y . a f t e rd e v e l o p i n gt h et woc u l o t t e s i f e e lt h emo res i mp l eo fs t y l e s ( e l a s t i c a t e dwa i s t )wo u l df i tt h e e s s e n c eo ft h ep a c k sb e t t e rt h a nt h e d ra ws t ri n g ,a sp re v i o u s l yme n t i o n e d t h ed ra ws t ri n gwo u l db eb u l k y / e x p e n s i v e

k n i t

f u l lf i n g e rg l o v e si f e e lwe re t h eb e s to p t i o na st h e ys u i ta l l a n di ss o me t h i n gwea l lo wn / n e e dt oo wn . h a v i n ga ni k e ap a i r o fg l o v e st of i ty o u rp a c k s e p e ra t e dt h e mf ro mt h ee v e ry d a y p a i ro fg l o v e so n emi g h to wn .

d e s i g ndevelopmentofK e yi t e ms :

d u s t e r/l i g h t we i g h tj a c k e t k n i t t e dj u mp e r

s l o u c h yj u mp s u i t

t h i sl o o s ej u mp e ri nah e a v yy e tl a rg ek n i t i si nk e e p i n gwi t hwh a ti h a v es e e no fwi n t e r s we d i s hd re s s i n g .

I tf i t swi t ht h eh a f t at h e me a st h e rewi l lb en op ri n tj u s tab a s i cc o l o u r.

as l o u c h yj u mp s u i ti st h en e x tk e yi t e mt h a t wi l lb es o l di n d i v i d u a l l y . t h el o o s es t y l ei s p ro mi n e n tt h ro u g h o u ts we d i s hs t re e ts t y l e a n dt h el a rg ep o c k e t sa reak e yd e s i g nd e t a i l .

a g a i n ,l i k et h ek n i ti h a v ec h o s e naj a c k e ta st h e l a s tk e yi t e ma si twi l ls u i tap l a i nf l a tc o l o u r ra t h e rt h a nap ri n t . t h eo v e rs i z e ds i l h o u e t t ei s o f t e ns e e nwh e nl a y e ri n gi t e msi ns we d i s hl o o k s .

d e s i g ndevelopmentofK e yi t e ms :

s l o u c h yt ro u s e rs l o o s ep e p l u mt o p

f ra y e de d g ed re s s

i g o ti n s p i ra t i o nf o rt h i sd re s sf ro m mo n k i f ra y e de d g ej e a n s -t h i ss i mp l e b l o c kd re s swi l ls u i tt h es u b t l e p l a c e me n tp ri n t .

t h es i mp l es i l h o u e t t eo ft h i st o p s u msu pt h ed a mp a dt h e me . t h es i mp l i c i t y wi l ll e n di t s e l fwe l lt ot h ep ri n twh e np l a c e d . t h ep e p l u mi san o dt ot h ewa v e so ft h es we d i s hs u mme r.

l i n k i n gb a c kt ot h es we d i s hs u mme r mo o d ,t h e s es l o u c h yp a n t sf i ti nwe l lwi t h t h a tt h e mei n s p i ra t i o na swe l la sb e i n go nt re n d a n dma t c hwe l lwi t ht h et o p .

d e s i g ndevelopmentofK e yi t e ms :

i n s p i ra t i o no ft h i sd re s sc a mef ro m t h emo n k i p ro d u c t swi t hat i eb e l t . a d d i n gt h i st oas i mp l es h i rtd re s ss e t si t a p a rtf ro mo t h e rss i mi l a ra n da d d i n gt h e t i ewi l ls u i tt h eb ri g h tp ri n t sp l a c e me n t .

c o n t ra s t i n ga g a i n s tt h ed re s st h e s e s i mp l ea n k l el e n g t hc u l o t t e swi l lb e p e rf e c tf o rt h eb ri g ta n db o l dp ri n t s wi t h o u td e t ra c t i n gf ro mt h es h a p e a n ds i l h o u e t t eo ft h ep a n t .

h a v i n gt h et wol a y e rt o p s u i t st h ed j a vt re n da si two u l dl o o k g o o dwi t hd i f f e re n ts c a l eo fp ri n t s o ne i t h e rs i d e ,ma k i n gi tf u na n df u n k y .

F i n a lgarmetsforeachra n g e

p a c kc o l l e c t i o n

h a f t ak e yi t e ms

d a mp a dk e yi t e ms d j a vk e yi t e ms

p ri n tdesi g na n dd e v e l o p me n t d e v e l o p me n to fh a n dre n d e re dp ri n t

d e v e l o p me n to fd i g i t a lp ri n t

i wa n t e dt og e tami xo fh a n dre n d e re da n d d i g i t a l l yd e v e l o p e dp ri n t s . a b o v ea ret h e p ri n t sc re a t e db yh a n d -t h e nd i g i t a l l ya l t e re d , I f e e ls o mewo rkb e t t e rt h a no t h e rsa n dwo u l db e f i t t i n gf o rg a rme n t smo ret h a no t h e rs . t ot h eri g h ti st h ep ri n t sc re a t e du s i n gami xo f p ri ma rya n ds e c o n d a ryi ma g e sa n dd i g i t a l l yt ra n s f o rme d i n t oap ri n ts u i t a b l ef o rt h i sp a c kt h e me .

f i n a lp ri n t sfor

p ri n tdesi g na n dd e v e l o p me n t h a n dre n d e re d

d i g i t a l l yre n d e re d

f i n a lp ri n t sfor

p ri n tp l a c e me n t

t og e ta ni d e ao fp ri n tp l a c e me n ta n dt h es c a l eI e x p e ri me n t e dwi t hd i f f e re n ti t me sf ro mt h ep a c k s a swe l la st h ek e yi t e ms . d o i n gt h i sme a n si c a nd e c i d e wi t hp ri t n swo rkb e s ta sl a rg eo rs ma l ls c a l e

p a c ki t e mswi t hp ri n t p l a c e me n tt ri a l s

p ri n tp l a c e me n t

c o l o u rselecti o n

a st h i sp a c kt h e mei sn o tp ri n to ri e n t a t e di h a v e s h o wnwh e rei h a v ed e v i s e dmyc o l o u rp a l e t t ef ro mi h a v et a k e nt h ek e yc o l o u rsf ro mt h emo o db o a rda n d c re a t e dac o l o u rs e l c e t i o no f8c o l o u rs .

c o l o u rplacement

c o mp l e t e dp a c k s

e x a mp l eo f

b ra n d i n gandp a c k a g i n g

k e e p i n gi ts i mp l ea n dc l e a n t h i sl a b e ls i mp l yh a st h e i k l o t h at i t l es t i t c h e di n .

i kl o t h a

s wi n gt a g

t og e ta ni d e ao fwh a ts t y l eo fp a c k a g i n gwo u l d b e s tf i tt h ei k l o t h ab ra n di h a v es e l e c t e ds o me i ma g e so fp a c k a g i n gt h a th a si n s p i re dmyd e v e l o p me n t . a l la ren a t u ra ll o o k i n gs i mp l ep a c k s ,t h a ti f e e l s u i ti k e aa st h e yf i ti nwi t ht h el a g o mo u t l o o kt o s we d i s hl i f e . t h e s et wob o x e sa ret h ef i n a ls t y l eo f p a c k a g i n gt h ep a c k so ra n yo t h e ri t e m b o u g h tf ro mt h ei k l o t h ara n g e .

b ra n d i n gandp a c k a g i n g i kl otha

c h o s e ns t y l eo fb o xp a c k a g i n gwi t hp a c kt h e mep ri n t . t h e s ewo u l db eu s e dwh e np a c ki sd e l i v e re dt ot h eh o me .

i kl otha

i l o v et h eu s eo ft h ed e s c ri p t i o no nt h i ss i mp l eb ro wnb a g . b e l o wi h a v eu s e dt h ee n g l i s ht ra n s l a t i o no ft h ep a c kt h e me n a me sa n dp l a c e dt h e mo nab a gwi t hak e yp ri n t .

i kl otha b a g sf o rl i f e

o n l i n eandi ns t o rep ro mo&l a y o u t

i keadoesclothi ng-i klotha new l auncheventi nst or e: 25t hJ une2016

a si k l o t h ai sp ri ma rl ya ni ns t o reb ra n c h t ob e g i nwi t h -i h a v emo c k e du pt h i so n l i n e b a n n e rf o rt h ei k e as i t e .

ab ri e fi d e ao fal a y o u tp l a no ft h ei k l o t h as e c t i o n o fa ni k e as t o re ,i n f l u e n c e db yt h es t y l eo fa n o ri g i n a li k e al a y o u tp l a n .

o n l i n eandi ns t o rep ro mo&l a y o u t

u s i n gg o o g l es k e t c hu pi h a v ec re a t e dt h ee n t ra n c et ot h ei k l o t h a i ns t o rea re a . k e e p i n gi tf u na n db ri g h ti f e e li two u l ds i twe l l a mo n g s te x i s t i n gi k e as t o re s . f i t t i n gro o me x a mp l e :f u n ,b ri g h ta n d i n c l u d e sp ri n t sa n dc o l o u rsf ro m a l lt h re ep a c k s .

mo c ku po fk e yi t e msf o ri n d i v i d u a ls a l e i ns t o re .

i d e ao fwh a tt h ep a c kc re a t i o na re a c o u l dp o s s i b l yl o o kl i k e .