OAK, who threw quite a party to celebrate the return of menswear and the Capsule trade show, is now having a huge sample sale. If you can't make it over to their Brooklyn and Soho locations, you can still find those markdowns online. From Staerk to Opening Ceremony this summer's duds are sharp and worth a late-summer investment. We happen to think the way OAK shoots products for their site is quite revolutionary. From our days working in e-commerce we know that the most important thing, above all, is to depict the garment as realistically as possible. That means thinking about scale, color, texture, fit, and movement in one single picture. In addition to this cardinal rule, you want to make sure that the consumer can relate to the product, can see themselves wearing it. That means booking models whose look fits your identity as a site. OAK, in our mind, wins on both accounts. They're shots show the garment in motion (and in additional views, stationary), giving us a real feeling for what the garment really looks like in 'real life'. Secondly, they leave the model's faces out of the frame, encouraging us to imagine wearing the garment and leaving out the kind e-commerce celebrity factor that sites like Shopbop thrive on. They book girls with, let's face it, 'ideal' proportions but we happen to know that these gals are not signed girls. That means they are not necessarily 5' 11" and size zero. They might be slim, they might be leggy, but they sure aren't emaciated nor are they super-human tall. In other words, shop on. This is an online sample sale we wholeheartedly endorse.
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