Currently enjoying the whole 'models in their natural habitats' aesthetic utilised by some brands.
I always need to see clothes on someone to really love them (Asos catwalk is a god send) and to get a feel for the way they move and look on a live person, with a face!
So even better then, is to see how these clothes fit in with lives, with other clothes, and with personal aesthetic.
Rag & bone's diy offerings are of course amazing. With the models given a camera, a pair of rag & bones and free reign to do what ever they want.
Miranda, Jessica, Candice & co prove to look even better behind their own lens, but be sure to check out the newest images, that see young British talent bring their own aesthetic to the project.
Similarly, New Zealand label Lonely Hearts sent photographer
Zara Mirkin to the homes of cool girls around the globe to see how they wear the lonely hearts label. You get a glimpse in to their homes, and a snapshot of lonely lingerie, styled their way.
It might be the lack of makeup, the ease of styling and the absence of photoshop, but something about these types of projects make the pieces shown, to me, seem just that little bit more covetable.