A fashion brand striving to create unique and stylish collections should pay special attention not only to the design of clothes, which is certainly important, but also to the methods of presentation. Even the most famous fashion houses do not neglect the use of references to create their lookbook, because references allow you to determine the format of the shooting, give a clearer picture representation for the photographer and his team.

The style of sports chic in the 80s of the last century migrated from gyms to the streets, and then to fashion catwalks. It was this style that gave a woman the opportunity to be beautiful in comfortable clothes.

A dress combined with sneakers has long ceased to be a sign of bad taste, because sports chic is a combination of a sporty style with elements of a gender-specific (romantic) women's wardrobe, as well as business clothes.

The ideological inspirer of the direction, which is now called "sport chic", can be considered the inimitable Coco Chanel, because it was she who showed women that you can change a dress for trousers, and generally wear more practical clothes. In the future, the direction began to develop more and more, and now sports chic is a trend that has remained relevant and in demand for many years.

In this article, we will talk about the works of famous photographers in the style of sports chic, which can later be used as references to create a lookbook and a brand campaign:

1) Patrick Demarchelier

Patrick Demarchelier has made a huge contribution to the development of photography. In his work, he has always pursued the so-called "aesthetics of a random frame." Emotionality, expressiveness, elegance and the effect of spontaneity are considered the main features of his work. He had a huge influence on the development of the sports chic style: the combination of rough sneakers with an elegant dress, loose style, unusual poses - all this can be found in his works.

2) Jean-Baptiste Mondino

He is called a photo legend of our time. Mondino has worked with major fashion houses and famous personalities: Sting, David Bowie, Lenny Kravitz and a huge number of other stars. There is a spirit of rebellion and dynamics in his works, so it is worth looking at his works as references for the lookbook of a fashion brand.

3) Ellen von Unwerth

Life literally boils in each of her photographs, it is impossible to find boring and similar angles in the works of Ellen von Unwerth, there is always a highlight, a distinctive feature.

"When no one moves, I get bored. I take a couple of pictures and say, “Great, that's it.” But I love the body in motion. I love the naked body in motion"—says Ellen. If you use Ellen's photos as a reference for sports chic photos, then we guarantee that you will definitely attract the attention of the audience.

4) Steven Klein

Klein works a lot with celebrities: Angelina Jolie and Brad Pitt, Justin Timberlake, Claudia Schiffer, Britney Spears, Naomi Campbell. But perhaps the photographer's greatest fame came from his collaboration with Madonna. His works are distinguished by extravagance, a combination of tenderness and rudeness.

When choosing references for creating a lookbook and a campaign of a fashion brand in the style of sports chic, it is necessary to take into account the main characteristics of this style: dynamism, functionality, comfort. It is also important to select models that fit seamlessly into the created image and can convey its energy and style.

Using references from the world's top photographers will help a fashion brand create a unique and memorable image of its collection, attract the attention of the audience and emphasize its innovation and style. For this reason, when working on a lookbook, it is better to focus on the experience of the best specialists in the fashion industry.

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