Fashion

Lafaille’s SS ’16 Lookbook Mocks Standards in Snapchat Culture

Fashion

Lafaille’s SS ’16 Lookbook Mocks Standards in Snapchat Culture

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Photography: Étienne Saint-Denis
Styling: Samuel Fournier
Makeup: Brigitte Lacoste 
Hair: Letizia Slaayer

We’ve all used Snapchat to document the less dignified moments of our lives, from blasting out an image of that munchies-provoked pizza slice at 3 a.m. to sluggishly asking for hungover outfit advice a few hours later. Montreal-based label Lafaille pulled inspiration from this social standard, creating their entire SS’ 16 lookbook in the form of Snapchats by using actual iPhone lighting to accurately recreate reality.

“We tried, through our lookbook, to explore one of the only social media [platforms] where URL and IRL exist together,” designer Benjamin Lafaille said. “We thought it would be interesting to mock ironically some of the most common posts used on Snapchat to demonstrate how candid young people are, even though they’re trapped in something way bigger. It presents a straightforward vision on how we perceive the new generation’s lifestyle to be.”

Lafaille describes the URL versus IRL exploration, sparked by social media, as a war “on the verge of exploding”—something he’s actively addressing through this lookbook, highlighting the mundane and provocative possibilities within Snapchat photography. See the series in full, above.