oki-ni have created a video lookbook to showcase some of their favourite items coming into the store for Spring/Summer 2011 including Band of Outsiders, Norse Projects, Our Legacy and Gourmet to name a few.

Whether you are into the clothes or not, this video is quite something to watch, taking the clothes out of their usual context and incorporating a near-underwater feel. A lot of people have been attempting arty video lookbooks over the last year, but I don’t think any have taken it as far or done it as well as oki-ni have in this video. Switching between slow motion and normal speed, the clothes move beautifully in sync to the music. It’s a pleasure to watch.

As a small celebration, oki-ni are also offering you the chance to win £2011 pounds to spend at the store by simply entering your email address here. Can’t really turn that down!

• About the Author

Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.