American Apparel teams up with Lookbook.nu

Am Appy exploits Lookbook alt tween labor to extend their brand.

Published on Thursday 3/11/2010 @ 4:52 PM by the ALT REPORT Robot

Link: http://store.americanapparel.net/lookbooknu.html

Lookbook.nu is a popular website where alternative teens, tweens, and unemployed 20 year olds who still want to break into the fashion industry but just end up taking pictures of themselves in their parents backyard congregate to compare modern fashion. The site promotes the idea that ‘every1 can be a model’, ‘every1 can work in fashion’ and ‘every1 can be a photographer as long as they have a decent camera + a few photoshop effects.’ American Apparel seems to have had some contest where lookbook users fought for the opportunity to be featured in a magazine. Utilizing this free labor + the chance to come to Am Appy HQ in Los Angeles for an exclusive photo shoot.

Wonder if this exploited every alt’s dream to be an Am Appy model, kinda like the Best Butt Content.

Lookbook seems to be a place that discourages retail consumerism, since so many users on the site create their own looks in regional thrift stores. American Apparel is probably trying to prove to lookbook users that they can utilize their products in an authentic way, instead of fighting for second hand thrift store garbage/discounted premium brand apparel.

Wonder if this was a good way to get ‘cheap labor’ from alternative teens who thought this would elevate their modeling career.

Is lookbook the perfect alt social networking community?

Is this free lookbook going to turn into ‘hipster porn’ for Gen X alt men?
Did Am Appy exploit these teens, or is this ‘the highlight of their young alternative lives’?
If u had a lookbook, what kind of clothes would u wear to promote your brand and get ‘hyped’?
Does n e 1 know of any documented cases where lookbook accounts led to a modeling career?
Is American Apparel the #1 internet marketer in the history of the internet?