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Natural Selection S/S 10 Behind-The-Scenes Preview

November 19, 2009

British denim brand Natural Selection is giving us a little sneak-peek into their S/S 10 campaign and lookbook shoot. Having spent weeks scouting for the ideal location, following their first ever shoot and first collection for Autumn Winter 09 at East London’s Wapping Power Station, the team went north, to find a disused tanning factory in Yorkshire Complete with industrial fixtures, dilapidated, peeling paintwork and glass roof, which allowed the sun to stream through for a more seasonal emphasis on the lightness of fabrics and newly developed washes. Revealing once more Natural Selection’s obsession with the heritage of denim and it’s industrial past, the new campaign stays true to their principals and in this behind the scenes preview, offers a hint of new, lighter weight jeans and washes: ‘Scrapes & Bruises’, ‘Done’, ‘Dusted’ and ‘Clean Broken’ all to come from Spring Summer 10.

More images after the jump


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