While it may not seem like it, the concept of a brand collection lookbook is relatively new. In fact, the single word still draws a red squiggly line under it in most word processing programs. But now that every brand is on the lookbook bandwagon, and every brand's lookbook looks like everyone's favorite Tumblr, differentiating between brands isn't always easy. We imagine it was with this in mind that Levi's Made & Crafted hired a selection of young American photographers to reinterpret the latest SS13 collection in their own eyes, in hopes of catching others. First up in the "Photo Assignment" series is Brooklyn-based David Brandon Geeting. By using pastels, props and a generally unrefined aesthetic, Geeting achieves a more artful approach to the generally glossy platform.
Reminiscent of the work of Stephanie Gonot, the use of pastel backdrops, natural textures and unconventional props draws attention both to and from the clothing—a play we find appealing. Geeting described his method as looking at the clothes as if they weren't clothes at all, rather imagining them as a collection of shapes and unfinished textures to be complimented by whatever caught his eye. In some cases the setting captures your attention, in others it's a shape, plant or animal. Regardless of the individual components the images as a whole collection create something more fun than the conventional model-laden lookbook.
Images by David Brandon Geeting