Game changer.

Words by

Tara Smith

Cult label I Love Ugly’s latest campaign is speaking to both the young at heart and free thinkers of this world.

Aptly named Generations, it captures society’s pressure to conform to social norms, rather than following your own creative path.

Featuring models (really) young and old, the campaign asks the kids about their aspirations, while asking the latter what their regrets in life are.

It aims to inspire the younger generation, who don’t play by yesterday’s rules.  All models are dressed in past, current and future I Love Ugly garments.

The full answers from the campaign will be in the publication available in all I Love Ugly flagship stores, online orders and select stockists.


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