Trend Issue

After the gourmet-related Food Issue was sold out, we are releasing a fashion-concerned brand-new zine Trend Issue. Trend Issue consists of two volumes. The light green cover includes a group of vibrant boys in Hollister while the dark blue cover displays a bunch of confident and sunshine lads in Abercrombie & Fitch (A&F). The inspiration of this book came from some friends' points of view,"Boys in A&F and Hollister are mostly gay." It sounds a little funny but is not absolutely groundless guess. This can be confirmed by looking into activities across A&F and its sub-brand Hollister in last few years. During new store openings, these two brands will use scantly-clad male models to hype its brand image, which easily attracts a lot of male fans (Models that we photographed in this book are big fans of these two brands). We also found that A&F and Hollister almost shaped a kind of highly recognizable sexy male image: The chances are that he is a trendy guy who loves workout, island travel and fashion. Such an image make us think of many boys in A&F and Hollister in Chinese social media. To prepare for this selected subject, we spent our entire summer to look for boys in latest style of A&F and Hollister in some of the most popular social media. From symbolic A&F moose logo tees to Hollister seagull logo tees, we gathered more than 300 portrait photos to screen out the pictures which are fittest for brand image. We edited these images for travel and selfie, sorted them out according to the popularity of colors, and laid them out simulating social media's interface. After the printing, we surprisingly found that it presented to us a rainbow when browsing. — Editore: Same Paper, Shanghai, 2015.