Odin presents a really nice lookbook this season. Not only brands need to work on building their brand-universe, retailers need to do so as well. Lookbooks work for both parts and it is good to see a lot of retailers taking that path. Without this lookbook I would have probably never heard of neither retailer nor some of the brands. The simple equation of social currency in fashion: Style and inspiration lead to affiliation. Give people something they truly care about and they will let their fellows know. Nice one!