I've been sort of mesmerized by these press images from the Spring / Summer '10 collection from Giles Et Dada. I'll be honest, to begin with, it wasn't the clothes that first grabbed me but the direction of photography. All too often, a companies lookbook consists of very static poses against a very plain background - which of often perfect, depending on the brand identity they're wanting to convey but it is great - great = to see someone mix it up a bit.

Now when I say I've been fascinated by these images, I mean fascinated. I've had them open all day and have been flicking backwards and forwards, to and from them constantly ... noticing something different every time. After a couple of goings over, once my eyes had surpassed the initial daze of over stimulation, I started to pick out pieces of clothes which I loved. I love the layering and the sheer amount of personality which transcends the images.

The campaign entitled 'Between' was photographed by Federico Cabrera, who is also responsible for the graphic design element in the images, and is genuinely one of the most imaginative and creative campaigns I've seen for a really long time. To see the full collection, click the link below.

>> Giles Et Dada

Photographs

—01. Love the layering and colour ways for this campaign
—02. Styling for the campaign done by Jasmin Mishihma
—03. Strangely in love with the eye make-up too
—04. The simple and sleek designs exude a youthful playfulness and quirk