Indie folk artists genuinely take a naturalistic approach tot he way they dress. They usually want to appear as if they havent done much to look the way they do, but actually this takes as much work as doing yourself up where its noticeable. The artists 'casual' look usually match the setting of the music video including being correctly dressed for the weather. Some indie folk artists take a more formal approach to the way they dress wearing shirts and waistcoats for example. Many male indie folk artists have beards and shaggy looking hair and don't often look 'perfect'. Lighting in the music videos is usually very natural to follow with the calm and relaxed atmosphere that the genre and its music usually follows.