Creating a lookbook in times of coronavirus is a challenging affair; some clever examples have demonstrated alternatives to the typical shoot, like styling with mannequins or posing in deserted locales. Billionaire Boys Club and ICE CREAM take a similarly progressive tack with their Summer 2020 lookbooks, swapping real-life photographs for manga-inspired illustrations provided by illustrater GOATHE.
Each of the illustrated slides showcase a host of voguish youths dressed in the new wares, accompanied by the two brands’ logos and Japanese Kanji characters: vertical 二０二０夏 (Summer 2020) text joins 億万長者 少年 倶楽部 (an almost literal translation of Billionaire Boys Club) and アイスクリーム (ICE CREAM in Katakana). A variety of “models” demonstrate personalized outfits, with hoodies slung across their bodies and shirts tucked into sweatpants, to distinguish them in the vein of a manga’s cast of characters.
The garments on display are classic BBC and ICE CREAM; loose graphic tees, statement shirting and branded shorts are lifted directly from each label’s Summer 2020 catalogue, including standouts like an astronaut-laden hockey tee, gradient “Running Dog” hoodie and printed basketball tank top/short set. Though some accessories — like printed caps and skate decks — are for sale, others — like the enormous sunglasses and cameras — are simply added for flavor, along with imaginative hair styles and tattoos.
Shop the first delivery of Summer 2020 on Billionaire Boys Club’s website.