Sheffield independent retailer Ideology Boutique have just released their AW13 lookbook to present their winter stock, and quite frankly… it’s a belter. The lookbook was shot by local photographer India Hobson (who was also involved with the SS13 lookbook), and follows the same minimalist aesthetic, with raw untouched imagery that is shot, printed, placed and re-shot to reflect the processes and mechanics carried out during a fashion show. In India’s own words: ‘I wanted to play around a little with the image making process, just as the brands featured had twisted and tweaked classic prints and cuts’.

What makes the lookbook work particularly well is the simple, very wearable choice of outfits used- put together using pieces from some of our favourite brands, including Our Legacy, A.P.C., Howlin’, and Stutterheim.  All the featured outfits get the highly prestigious Milltown stamp of approval, with special noteworthy mentions going to Our Legacy’s Wine Red Suede Shirt and their exceptional Shield Jacket (our choice of outerwear this winter).

To shop the current collection, head over to Ideology Boutique.

Ideology AW13 Lookbook

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