Saturday, 20 August 2011

I Heart... SGC NYC

Girls just wanna have fun....true. So that's what hipster fashion label SGC NYC decided to use as the inspiration for their AW11 collection, with an accompanying look book and campaign, featuring BFF's hanging out in cute and basic casual wear while 'high-fiving' in front of some arcade machines, twisting around in 70s style glass bubble chairs and ending up strolling down Sunset Boulevard in girlie hug-mode. This is just a normal day for us girlies btw.
An homage to the carefree nature of youth and just letting it all go, the campaign also features a short film by Lauren Graham, which makes girls who burst into impromptu dancing (and high-fives) in skinny jeans, long vests and rock-chick manes with chi-chi bangs, the look of the season - well, SGC NYC's season anyway. And you know what, I LIKE it.

Just in case you didn't already know, SGC NYC is an e-commerce fashion brand which brings trend-focused basics to the masses, at an affordable price (hence why my online shopping basket always shows the message 'stop now'). The brand have been on my radar for some time and obviously growing in popularity, as they've just answered our calls for more, more, MORE! by launching an online blog collaborating with aspiring illustrators, stylists and designers to promote new talent. Their website has also undergone a design overhaul to make it more visually appealing, with the team catching on to the power of social media like Twitter and Facebook to entice more fans into their fashion community.  

Image © SGC NYC

Darn it, now you'll all know about this label and they won't be my secret style addiction anymore! Oh well, they are deffo worth a surf, so for more info, head over to SGC NYC.


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