Federation Campaign

If a pair of black opaque socks is the first thing to stand out to me, the label has done something wrong. You could re-title this as Federation's Winter 2011 collection and I wouldn't second guess it because I've seen it all before. It's not just the clothes, it's the styling of the shoot. 

Some may argue that it's within their brands aesthetics to model their range with paint splatters and graffiti, but there are ways of staying true to your urban street style whilst being fresh at the same time. I would've liked to have seen less of the typical grungy loft backdrop and more of this seasons colours transcending onto the set.

You can view the rest of the campaign here.