New Zealand label, I Love Ugly, have produced a retrospective campaign focussed around the current state of society. ‘Generations’ puts the spotlight on the pressure to conform to society’s ideals and boundaries, with models dressed in past, present and upcoming ILU garments.
Young models were asked what they wanted to be when they grow up; where as older models were asked about their regrets. The full answers will be made available through I Love Ugly flagship stores in a limited edition publication, which is also available for online order and at select international stockists next week.
Life can be so much more broad once you discover one very simple fact – that everything around you was created by people that were not any smarter or any better than you.
The campaign is the latest in a long string of projects I Love Ugly have initiated to further develop its image of an inspirational brand that promotes creativity.