New Zealand brand I Love Ugly proves they are about more than just what looks fresh on the outside. Their latest editorial project, titled Generations, is an exploration of the young and old and features clothing from across the brand’s past and current seasons. The models aren’t who you would normally expect to see in an ILU lookbook, instead starring children, aged between 3 to 12 years old, and older men, aged between 48 and 69 years old. The premise of the editorial is to highlight the dreams and aspirations of the younger set, alongside the regrets held by the older models. It’s a sobering look at the differences we experience during our various stages of life and could provide an opportunity for change in those that would actually wear the brand’s clothing.

The answers provided by the models will be collated in a special edition book, which is to be released in stores and online next week. In the meantime, you can check out a sample of the images above.

More I Love Ugly
Event recap: Sydney – I Love Ugly pop-up store opening, October 15
Lookbook: I Love Ugly featured a bunch of ‘Normals’ for their August editorial
Lookbook: I Love Ugly June capsule collection by Trashhand