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.