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Brief Published: 20 Oct 2010

Urban Outfitters' Keepsake Catalogue


American fashion brand Urban Outfitters has produced a Christmas lookbook that is refreshingly light on merchandise. Where you’d expect to see models clad in the brand’s fashion collections, surrounded by yuletide scenes involving numerous lifestyle accessories, the book – titled O Christmas Tree – simply features images of Christmas trees in various locations.

Shot by  art photographer Alec Soth and described as a “typology of Christmas trees”, the concept transforms the commercial catalogue into an arty keepsake. The brand still manages to sneak in some product, however, via a smattering of strategically placed tree decorations and products that add to the seasonal mise-en-scène.