The joy of female camaraderie is lauded through video arcades, whiskey and wardrobe staples in this video look book for SGC NY. Showcasing the label’s Fall 2011 collection, two skinny-jeaned BFFs stroll down Sunset Boulevard in cute casualwear while dancing to jukeboxes and turning heads.
Directed by Lauren Graham, the stars of the film channel the cutest chicks in high school most likely to intimidate everyone in the hallways with their well-conditioned manes, statuesque physiques and impromptu dancing on streets. Inspired by the carefree nature of youth and letting loose, SGC NYC tapped into the lost zeitgeist of the Internet It-Girl headlined by the blogger-turned-models, muses of hipster party paparazzi and the genetically blessed spawns of 90s celebrity.
The label is an e-commerce fashion establishment featuring trend-focused basics with a great price point. In adopting an interactive approach to their business, SGC NYC established an online blog with their online shop and collaborates with aspiring illustrators, designers and stylists to promote new artistic talent.