Lookbooks are basically a fashion portfolio. It's an excellent way to promote & showcase styles and clothing lines. American Apparel became the first brand to establish a digital to print lookbook through various social fashion websites. American Apparel collaborated with Lookbook.nu & created a 64 page print lookbook that presents Lookbook.nu users wearing American Apparel in their own style.
In order to achieve more exposure, American Apparel also held a contest in which Lookbook.nu users fabricate their best interpretation of the brand's clothing. Out of 7,000 looks, 3 lucky & stylish winners became American Apparel cover models.
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