Just found out about the online look book http://www.lookbook.nu/. San Francisco founded and member's invited only, it is made up of the user's uploading inspiring images of their self-styled outfits. American Apparel noticed that many of the outfits featured their products and launch a contest for user's to submit looks made up of AA product. The lucky featured winner's got flown out to Los Angeles to style and model in their own campaign shoot. What fun! The best of the 7000 entries make up a 64 page book which will be for sale in AA stores soon.
The site is well worth a peek. It's got some great images.