Like the brands they represent, look books run the gamut from those shot on Brooklyn rooftops to full-scale studio productions with renowned fashion photographers. In what may be an industry first, Freeman's Sporting Club recently enlisted photographer Tim Barber to take a different route, creating a series of animated GIFs to show their Spring/Summer 2011 line. Whether juggling in a Tropical Gossamer Machinist Shirt or dropping trou in Summer Weight Grey Jeans, the lighthearted concept has a practical side too, giving a sense of how the clothes move when worn.
Also seen in the work of photographers Reed + Rader, using GIFs for fashion spreads breathes life into clothing that still photograph just can't do. This effect, combined with Barber's clean and simple aesthetic, makes for an incredibly effective campaign.
The project follows Barber's look book for FSC last season (their first-ever) when the photographer poked fun at male stereotypes with a catalog of tongue-in-cheek scenarios. With lightweight, casual fabrics at the forefront of this collection, again Barber perfectly sums up the season.