Discuss: Steven Alan S/S 2010 Video Lookbook

Steven Alan Spring 2010

For their Spring/Summer 2010 collection, homespun-luxury brand Steven Alan decided to unveil their lookbook in the form of a long, rambling video sequence instead of a glossy (or, considering it's Steven A, probably matte and raw-edged, perhaps with hand-stitched binding) book mailed out to retailers. It's basically an unstructured day-in-the-life of two exceedingly carefree and apparently jobless New Yorkers, who are way more relaxed, healthy-looking and tic-free than your average Manhattanites, and who also happen to deck themselves & their friends out in the entire Steven A. S/S10 collection by the end of the (looonnnnng) video.

Interesting concept that capitalizes on the popularity of internet video, lifestyle marketing and general hipsterdom? Yes. Does it work? Not sure. I can't help cringing at its hyper-calculated casual dialogue, and its envy-inducing idyllic landscape. I also am slightly weirded out by the inane party conversation that must have been designed to fit some notion of cool. All this careless tossing oneself around and asking coy/languid questions doesn't really inspire awe in me...but they must have done a focus group or two, no? Am I just a snarky meanster with twisted insides, or do you think the S.A. team may have overdone it a tad, too?

But I have to admit that they've made the clothes look awful nice.

video source: hypebeast