Behind the scenes: Your inside look at Alternative Move’s spring lookbook shoot


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Alternative Move LookbookA week or so back on December 10, you might have seen models skateboarding down Los Feliz streets with photographers in tow or doing yoga on the sidewalks and staircases of Silver Lake. That’s because, Alternative (formerly Alternative Apparel) turned the Los Angeles neighborhoods into a moving set for its spring-summer 2015 Alternative Move lookbook, where its activewear collection could best shine.

Alternative launched its Move (AKA activewear) collection in July. And the brand, previously known for its burnout tees and eco-friendly fabrics, has since gotten attention from the sweaty set for its pieces made with wicking fabrics and performance-considerate cuts, while still maintaining the effortless California-cool look it’s known for.

Tiffany Ruiz, the company’s lead designer, who created the concept for the line and the shoot, really wanted to capture the city vibe for her “inherently active” collection with the models and the looks. “I was originally inspired for this collection by one of my friends, Jimmy Marbel, who ended up shooting the lookbook,” Ruiz says. “He’s a Los Angeles native, and he has a way of making the city look very different in his photographs. People think that Los Angeles is all palm trees, and I really wanted to capture the real city party of it.”

We’ve got your exclusive look at how Alternative Move makes that happen, all over the East Side of Los Angeles. —Jamie McKillop

(Photo: Andrew Lee)

 

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