Each To Their Own
Alex Christopher Lookbook

Each To Their Own is a unique clothing boutique with stores in Sheffield, Leeds and Manchester. Starting life in Sheffield as a home for budding independents, the stores hold menswear and womenswear collections from designers spanning the UK and is also the home of its founders' very own fashion label, Alex Christopher.

Alex's clothing can be described as nightlife couture, with distinctive collections in casual and formal day and evening wear. With this in mind the new AC Lookbook had to have as much impact possible.

The collection was photographed against a disused urban landscape and then printed onto newsprint in a 'twist and turn' style broadsheet. Each piece shown on a distressed polaroid.

The Lookbook, pulled apart, doubled as POS at fashion shows and as the stores window dressing.