Recent menswear runways have been filled with proudly flamboyant, Hot Boy Summer-ready looks. But are men on the streets ready for them?
Of course, even among names like these, what we see on runways and in editorials isn’t always what makes it down to store floors. Fashion has a habit of showing one thing and selling another, and while trends trickle down to social media –- or in cases like this one, trickle up from it -- what we see URL is not always what we get IRL.
So how does this boom in the more daring takes on menswear seen on the runway and on our screens translate to what your average guy on the street wants to buy? Iolo argues that “only a small minority decide what to wear from a catwalk”, a fair fact -- but this is where influencers and celebrities come in. It is, after all, what we see on the runway that determines what we see them wear on red carpets and in media appearances, and “people want to buy the clothes they see on their faves.
“There’s an undeniable cultural shift to embrace fluid approaches to gender and sexuality. It's important [that brands] acknowledge this shift — whether subtly or unapologetically.” — Federico Barassi, Vice President of Menswear Buying atWhether all of this will result in SS22’s more out-there collections being commercialised as they first appeared to us remains to be seen.
“There’s an undeniable cultural shift from both brands and customers to embrace fluid approaches to gender and sexuality,” he notes, adding that “as the Gen Z buying power grows, it's interesting to see if brands will adapt and dispel gender binaries through their collections. It's important they acknowledge this shift — whether subtly or unapologetically.
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