What is "LO-FI" imagery
In a world in Instagram and Snapchat, everyday people who have a creative mind and love to take selfies are turning themselves into social influencers and brands are taking notice. More and more brands are looking at creating genuine campaigns in everyday settings.
What's trending now is the term "Lo-Fi" which goes against what Vogue, GQ and any other high fashion publications have done before. Its about the clothing but presented in front of everyday life. There are influencers wearing a fabulous outfit but they are not taking it in front a a beautiful backdrop, instead, they are in front of a bodega.
During the Spring/Summer 2016 Brooklyn Cloth campaign, I took the lead as Creative Director. The message was simple, A day in the life of a Brooklynite. We used Williamsburg as our backdrop and average but attractive guys and girls as our models. The photography was raw and we utilized the creative nature of Williamsburg as our canvas.
