Lookk: See.

I’ve recently been working on a collaboration between EDITD and Lookk, which will feature in their site’s magazine this week. Whilst I’ve been applying trend data to their designer’s collections, it’s been a really good opportunity to get familiar with their site. Lookk brings social and commercial together – designers upload their collection’s lookbooks which users can then vote for favourite items or ‘follow’ the designer. When enough demand is generated, the item or collection is put into production.

And this is the really interesting part; it’s Lookk who take care of the manufacturing process. They take a cut of the profits and use their own factories to produce the items. Having worked for a young label struggling to establish good communications with factories, I can see the real appeal of this. It can be a nightmare getting your runs prioritised and getting good deals for fabrics and components. Even sourcing graders and trims suppliers can be hugely time-consuming, so I can see the appeal in cutting this out! Lookk can help launch the careers of fledgling designers and give the designer’s an insight into their fanbase which is measurable.

Some people have been sceptical about the cut that Lookk take, but I think anything which puts new designer’s work on a social platform is a good thing – and feedback and commentry is vital at this early stage. My only criticisms would be firstly, that the seasons can be misleading – if there’s a past season collection on there and enough people like an item, will it get made? Secondly, it would be nice if the huge selection was a bit more searchable.

Have an explore, there’s some really great stuff on there, ranging from commercial to highly-creative and much of the photography is excellent. Lookk cover all bases including womenswear and menswear, accessories and jewellery, from designers across the globe. A link to the project I’ve been working on should appear on the EDITD blog later this week. In the meantime, check it out yourself!