Stand against a contrasting background; you don’t want to blend in.

You’d often hear a photographer blurt these words out. Especially when it filters to fashion photography. There’s nothing worse for a designer to see his or her collection blur in the familiarity of a backdrop. However New Zealand label Twenty-Seven Names had something else in mind when they shot for their autumn/winter lookbook.

twenty seven names pattern look book

Click the thumbnails for full pictures:
Twenty-Seven Names: Winter '12 Collection
Twenty-Seven Names: Winter '12 Collection
Twenty-Seven Names: Winter '12 Collection
Twenty-Seven Names: Winter '12 Collection
Twenty-Seven Names: Winter '12 Collection
Twenty-Seven Names: Winter '12 Collection
Twenty-Seven Names: Winter '12 Collection
Twenty-Seven Names: Winter '12 Collection

Their unique and emulate aesthetic makes them anything but a simulation. In fact, it compels your eyes to peruse the clothes with more detail, than be lost in the frivolity of the setting. The model’s innocent and untidy approach to each piece adds to the Parisian-style floral dresses. Be it a striped top, a checked shirtdress or a pleated mustard skirt, the prominence of the underarm fabric crease and under-the-bust material folds is unarguable.

This is called successful optical illusion in the name of fashion. Optometrists – take note, will you?

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