More and more online stores are leveling up their content offerings of late. Mr Porter seems to have a new edition of its online magazine every other week and digital lookbooks are now not just something restricted to just brands but also a branding device for stores themselves. I spied this shoot by Adrian Mesko featuring the model Dima Dionesov for the Hong Kong online retailer The Backroom recently and really liked the aesthetic. The styling was by Juan-Carlos Aquino under the creative direction of Zohaer Majhadi. Shot in and around Happy Valley in Hong Kong, the mix of European brands and high end streetwear, set against the landscape of colourful Hong Kong really has a nice feel. Featuring brands such as Givenchy, BWGH (Brooklyn We Go Hard), Etudes and Still Good, you can see more of the shoot here.