Lookbook Lust: SGC NYC SS12 “Transparent Generation”

SGC NYC‘s new  SS12 campaign is titled “Transparent Generation,” which reflects (literally) the fact that most of the garments in the collection are made out of sheer materials, but also (metaphorically) how everybody’s life on the Internet is absolutely overexposed. The video lookbook shot by Bon Duke features the gorgeous Taylor Warren lost in a New York hotel room without any communications device except for a very beige touch tone telephone; “basically the idea behind the video is a girl cut off from the Internet and TV, sort of just a little social commentary as to how she would she would pass her time,” designer Jason Alfano explains.

Pretty well done, because I can only imagine myself looking that restless if I had to undergo a tech detox.

SGC NYC 2012 SUMMER from Bon Duke on Vimeo.

The collection will be available for purchase at SGCNY.com on May 15 and everything is under $150 and made in NYC.


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