London Collections Men Fashion Week men in the capital, played this weekend in a British context: the Queen's birthday and the first match against England at Euro 2016. Among the editor of the first series, but patriotism dress was noticeably absent. Instead clothing - to put Paris fashion brand a T-shirt with the logo of DHL on the podium known - was the enthusiasm of the brand.
Founded by designer born in Georgia Demna Gvasalia as a collective in 2014, the clothing has become the last word in cool hackneyed concepts elimination of Parisian elegance. Developed in line with the street culture, the brand and deconstruction of designers in the 1990s, he regularly for exhibitions in very inelegant spaces - including a Chinese restaurant - with friends like designer templates. Some pieces are deliberately unisex t - large and often with the kind of visual gags that play well in social networks - are articles on London this week.
Editors, bloggers and designers is used, and to see a participant to the left from the logistics company DHL a fleece. Hooded gothic lettering on the sleeves were popular, and Lucas Day, editor of GQ Style by a logo - Design - brand sportswear masters say recycled. He says it is an exclusive insider information that they know - and the first line - understand, even if passersby saw only another bell with a logo.
"Brand products have a sense of ironic pop culture, but they are expensive," Day said. "What makes them unique and desirable. They are garments for Instagram".
Even if the labels say the clothes, it was the influence. Where traditional costumes and handkerchiefs dominated English suit because the atmosphere relaxed Streety sweater, trainers and training pants with labels such as Stüssy and palace was.
"There is a perception that the dress is more real," said Rob Nowill fashion site style.com. "People are tired of costumes: not feel modern There is no such line between street wear and fashion now .."
Nick Grimshaw, radio host and ambassador of London Collections, wear a hoodie for the presentation of House of Holland Friday, and same model Oliver Cheshire - known suited and booted for his style - had a sporty look. She was wearing a cream top yesterday with hood.
"Fashion has become more functional. I think I now can contribute something to a show," he said. "It is also in the city. Some of my friends that used to wear overalls is now to wear more casual clothes."
Menswear designer London certified Gvasalia clothing could be trend and crystallize. offered British design duo Agi & Sam jackets in the collection, while models showed Nasir Mazhar sweatpants and cargo pants as part of a street-style look of influence. Christopher Raeburn cooperation with the German brand MCM accessories was an influence in the open, blinded hooded ponchos and Macs in pressure.
It shows that men still marked with JW Anderson and Grace Bonner Wales in the calendar.
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