This week has seen the very first release of a brand lookbook on tumblr, and comes in the form of fashion brand Club Monaco's latest collection.
An online lookbook is nothing new, but, thanks to the blogging platform, readers can share, post and interact with the collection in a whole new way. Clever as that is, however, perhaps the more striking aspect of this campaign is the choice of models.

Quite fittingly, this tumblr lookbook has well-known fashion bloggers to modeling Club Monaco's latest collection. Yes, many of them are questionably good looking and probably COULD be models, but with so many bloggers sharing their inner most secrets and day to day doings with their followers, they instantly share a level of intimacy and trust in their judgement that is unrivalled by most brand campaigns or magazine editorials.