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It's called Lomography. It's basically a trend that involves shooting photographs using old soviet cameras and expired soviet film:

It's not fake vintage, it's neo-nostalgia. It's not pretending to be old, it's inviting the user to feel old-timey.

our photographer (aimee) is actually a fashion photographer by trade and would refuse to use digital during the shoot.

give her some love for being awesome! http://www.aimeebrodeur.com

#tragicallyhip.

Actually the Vintage effect isn't fake, the photographer only used vintage film cameras.

It captures the awkward expensive less functional nature of the product.