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


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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Alternative Move Lookbook 2“I really wanted this collection to be focused on being really transitional,” Ruiz explains, and you can see that in the inspiration board. “We really tapped into that third and second layer, which is what we’re best at. You can shed them throughout the day.”

(Photo: Andrew Lee)


Alternative Move Lookbook 3Hair and makeup artist Denise Villa gives a model a fresh-faced, dewy glow before her first shot.

(Photo: Andrew Lee)


Alternative Move Lookbook 6Ruiz chose her Hollywood/Western Metro station as the first location for the shoot. “It’s one of my favorite places in Los Angeles,” Cruiz says. “The clothes really pop here.”

(Photo: Andrew Lee)


Alternative Move Lookbook 4“We designed Alternative Move for the girl that didn’t want to go into a regular activewear store because she found it intimidating,” Ruiz says. Photographer Jimmy Marble shoots a model in the Balance Tank.

(Photo: Andrew Lee)


Alternative Move Lookbook 7Model Isabella Peschardt flashes a coy smile in the Move Stand Out Tee.

(Photo: Andrew Lee)


Alternative Move Lookbook 5“With activewear shoots, we get to have a bit more fun,” Ruiz explains. “We still like to keep it pretty straightforward and clean, though, so it’s on brand.”

(Photo: Andrew Lee)


Alternative Move Lookbook 9“With the first Move collection, we realized that people were gravitating towards the printed pattern and color blocking,” Ruiz says. “We went deep into it for this season.” Jimmy Marble and the crew shoot a model skateboarding down Sunset Boulevard in the Peekaboo Bra and Lean Into It Legging in Cambridge Brushstrokes print.

(Photo: Andrew Lee)


Alternative Move Lookbook 8The models take over the stairs to stretch it out.

(Photo: Andrew Lee)


Alternative Move Lookbook 1“Active clothing is so popular in fashion overall,” Ruiz says. “We don’t focus on that the collection has to look active, it just inherently does.”

(Photo: Andrew Lee)


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