Pixiq

Should you happen to be bopping along or headbanging around at Hard Rock Calling, Wireless, or T4 on the Beach this summer and you spy an uber-trendy, media-savvy Hoxtonite-type* with a Pentax K-r or Optio S1 (probably in baby pink or mint green), the chances are that she or he is a scout for the Elite Model group. Yep, Pentax is supplying the tools of the photographic trade to Elite this year for their Elite Model Look 2011 scouting expedition.

In case you wanted to catch said scout’s eye in attempt to become the next big thing in being a clothes horse, you will have to be between the ages of 14 and 22, and be at least 172cm tall. Chances are most of us are just wondering why they chose the canary yellow K-r.

I have to say, I was quite tickled by Jonathan Martin, Pentax’s General Manager, when he commented that: ‘As a style-focused brand, we are constantly looking for new ways to accommodate the image-savvy consumer. We are proud to be the official camera sponsor of the Elite Model Look 2011 and this activity perfectly reflects the stylish design and fashion credentials of the Pentax K-r and Optio S1 cameras.’ Nothing about the photographic quality of Pentax products, then.

I reckon that they’ll do the job just fine, though.

*My supremely sartorial little brother has issued this short guide to spotting the uber-trendy, media-savvy Hoxtonite-type in the wild this summer. Women-scouts: think hippy-ish, with multi-coloured, loose-fitting tops that might involve ruching or layers; shorts, possibly very short-shorts; wellies or flip-flops depending on the weather; beads; maybe a scarf in the hair; definitely sunglasses. Men-scouts: tight-fitting t-shirts, three-quarter length trousers, flip-flops regardless of the conditions, and aviators.