Los Angeles lifestyle brand Hotel 1171 has released a visual celebration of their favorite season with the short "Cruel Summer."

Hotel 1171 - Cruel Summer Video - Hypelifemagazine.com

Los Angeles lifestyle brand has released a visual celebration of their favorite season with the short “Cruel Summer.”

Created by Hotel 1171′s Brett Baldwin and artist/director Charles Bergquist, the video stars model Cassy Gerasimova and doesn’t focus on a particular product or collection.

Dubbed “Cruel Summer,” the video depicts Cassy Gerasimova casually dipping in a pool in a nonchalant and provocative manner.

The idea was to create something deeper than just materialistic apparel and products but to promote the belief of freedom and striving for what you love.

Instead it acts as an ode to the great Californian summer, honoring creative freedom and doing what you love.

Check out the short clip below and head to Hotel 1171 online store to check out its latest collection.

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