edie campbell, urban outfitters, and a dash of rainbow magic.

by liza darwin

It's official: we're never going to throw away an Urban Outfitters lookbook again. We can thank Sam Falls for this, because this Brooklyn photographer/ videographer/ painter has transformed a basic catalogue into a bonafide art book.

In past seasons he's kept the manipulation low-key by using photo-filters, but for UO's Fall/Winter 2011 preview, Falls has whipped out his paintbrush for an extra burst of color. Taking cues from his prior work (like here and here), he's worked his rainbow magic on Brit model Edie Sedgewick and given this "fashion as art" concept a stylish new layer.

Get a first look at the book below, and start clearing room on your coffee table for more Sam Falls...

Learn more here.