Cottweiler like to contest the mainstream by stripping the beauty away from fashion and creating a look book of sheer materials, unnatural aesthetics, ripped garments and ‘practical attire’. Clear waterproof jackets and matching tracksuits create an urban and ‘careless’ (but carefully planned out) wardrobe. The SS14 look book is photographed in a static manner which could lead us to believe that the wearer had a friend to photograph his clothes, but this was all of course intentional and necessary to help enhance the casual but stylish look that the brand were aiming to promote.
Black tracksuits with blue strips/flashes of colour, paired with black/white/blue trainers help to take us back to 90s fashion- essentially taking this idea of the tracksuit-ed male but stylising it in an effortless and effective way. Over exposure and blur within the photographs helps to enhance the sheer material used throughout and the shape of the often loosely fitted garments.