LOOKBOOK

This collaboration would also be promoted via a look book that would be sold in-store telling the story of the collaboration. This has proven a popular method of promotion to Dover Street Market in the past with brands such as Vetements and Gosha Rubchinskiy releasing limited edition look books that created queues down the street of customers hoping to buy a copy. Despite the love of social media this generation has, having a keepsake or take-away is still crucial to them in affirming their relationship with a brand so books are perfect way of expressing a collaboration curation in a new format.

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