I Love Ugly enlists real people for its latest collection ‘Normals’

We love Normals.

The newest collection from I Love Ugly is titled Normals. And fittingly, they have released an editorial featuring regular, real people as the models.

Each model was discovered and cast streetside and – pushing it even further – each was asked to choose and style their own outfit. It was a bit of a gamble that evidently payed off.

Portrait-style pics and simple block-colour backdrops make for some striking sneak peeks at the range. 

While these non-models are still pretty genetically blessed, using real people is a refreshing stray from the norm. It’s also just so appropriate for this collection.

Normals drops on August 12 at I Love Ugly. You can check it out here.

Images via Highsnobiety