June Canedo and Tess Herbert went to Myrtle Beach, South Carolina to photograph locals who do not care to attend a fashion week, ever.

In the eighteenth century, designers would travel to Asia and Africa to grab every piece of fabric they could get their hands on—cutting and pasting here and there—and sell the garments to European aristocrats at Private Salons. Here, designers got together in the private homes of the most privileged to show their latest collections. Eventually, Americans caught on, deciding that they needed an entire week dedicated to American designers to compete for the attention they thought they deserved. Lo and behold, NYFW was born and the rest of the world followed suit. By 2016, little has changed. Only now, we have Instagram, a platform that makes it incredibly easy to demand attention from almost anywhere in the world. Like, you could probably cut and paste yourself next to Kim at the Vetements show and everyone would believe it. You would get 3k followers. Kanye’s team would find you and ask to collaborate. Next thing you know, you are walking in the next Vetements show. For the following project, we wanted to step away from what fashion week is and has become, instead opting to photograph a few people—all of whom could care less about up-and-coming designers—modeling clothes from up-and-coming designers.