Korean minimalist brand LIFUL MINIMAL GARMENTS focused on retro styling in its Spring/Summer 2021 lookbook but the accompanying campaign is refining the presentation. Rather than looking to casual street fare, the SS21 campaign is inspired by the conceit of providing garments for a full year of style, dubbed “LIFUL 365.”
The campaign’s looks combine mainline items with elements of LIFUL’s various sub-labels, which include wardrobe staples and loungewear. What results is a slew of slouchy, mature outfits that combine graphic tees, overshirts and knitwear with more refined tailoring, including summer-weight suits and elegant car coats that allow for multi-season wear. Living up to LIFUL’s “MINIMAL GARMENTS” surname, the apparel is rendered comfortably loose without straying into exaggerated shapes, stripping away egregious logos in favor of understated essentials elevated by thoughtful accents, like the corduroy collars that grace overcoats.
Elsewhere, RENOWNED served its own laid-back retro streetwear looks for SS21.