I Love Ugly’s ‘Generations’ Editorial Contrasts Dreams and Regrets


New Zealand menswear brand I Love Ugly has released a new editorial campaign entitled “Generations.” It’s based on the common youth mindset of discovering their own passions and dreams instead of conforming to society’s norms. “Generations” features a group of young boys (aged 3-12) and their aspirations, contrasted a group of older men (aged 48-69) and their regrets. All models wear I Love Ugly apparel from collections of the past, present, and future.

A publication featuring the complete list of questions asked and answers given by the models will accompany orders at all I Love Ugly flagship stores, online stores, and selected stockists worldwide. Check out “Generations,” the new I Love Ugly editorial campaign, in the gallery below.


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