Brand ambassadors play a vital role in promoting brands and products within their networks, enhancing visibility and (hopefully) driving sales. They shine as beacons of excellence, selected for both acclaim and personal merit as well as the embodiment of the brands they front.
We're only into the second half of the year and there are already a number of new additions of brand ambassadors. To help you keep up, we're keeping track of all the new male brand ambassadors that have been officially announced for the year of 2024.
Sun Woo is the main rapper of the South Korean group THE BOYZ, who debuted in 2017. An internationally acclaimed pop superstar, he stands at the intersection of music and fashion, celebrated for his musical innovation and distinctive personal style.
AMIRI's collaborations are known for their authenticity and genuine connections. Mike Amiri and Sun Woo first met at the Autumn-Winter 2024 AMIRI show in January 2024 in Paris, sparking a partnership that deepened when they reconnected in Seoul a few months later. Their bond is rooted in a shared love of music, style, and artistic freedom.
As a rising global icon, Sun Woo epitomises AMIRI's contemporary blend of diverse mediums and cultures. His ambassadorship reflects both AMIRI's musical roots and its global vision for the future.
Billkin, a rising star in Thailand's entertainment industry, is now a brand ambassador for Gucci. Recognised as both a talented actor and singer, Billkin has also launched successful projects under his own label as well as sold-out concerts across Asia. Since 2021, Billkin has actively participated in Gucci events in Thailand, showcasing a natural alignment with the brand. This appointment also unites him with fellow Thai stars Gulf Kanawut and Davika Hoorne as Gucci ambassadors.
Versace has tapped Chinese singer and music producer Cai Xukun, known as KUN, as its newest global brand ambassador. KUN's artistic fearlessness and genre-bending music align perfectly with Versace's long-standing celebration of audacious creativity. Donatella Versace herself praised KUN, stating, "He's brave, incredibly talented and unique... He represents the new confident voice of a generation."
Louis Garrel, a leading figure in contemporary cinema, joins Dior as its menswear ambassador on 16 May. The French actor, director, and screenwriter will embody the spirit and unique style of Dior Men, reinvented each season by artistic director Kim Jones.
Saltburn star Jacob Elordi seamlessly transitioned into the role of Bottega Veneta's newest brand ambassador on 23 May. This wasn't a surprise, as Elordi had been a longtime fan of the brand, sporting Bottega Veneta on red carpets in custom suits and casually carrying its signature Andiamo bag.
South Korean actor Son Suk-ku is now an official ambassador of the British brand. Rising to fame in the early 2010s, he gained recognition for roles in romantic comedies and political thriller series. Notably, his portrayal in the drama My Liberation Notes earned critical acclaim. With diverse roles spanning genres, Son's dynamic career aligns seamlessly with Burberry's ethos of innovation and versatility.
Acclaimed for his versatile performances, Song Wei long has mesmerised audiences with his leading roles in dramas such as Find Yourself and Go Ahead, earning widespread adoration. His presence at Gucci events like the Autumn/Winter 2024 menswear show in Milan and the Gucci Ancora event in Shanghai, underscores his growing relationship with the fashion house.
RIMOWA, renowned for its constant exploration and innovation in luggage design, has found a perfect partner in Jay Chou, the "King of Mandopop." Chou's relentless pursuit of pushing boundaries and setting new standards in his music perfectly mirrors RIMOWA's brand values. This natural synergy makes him an ideal choice as their latest ambassador.
Additionally, on April 26th, La Mer proudly announced Jay Chou as their newest brand ambassador. His unique musical style has transcended borders, solidifying his status as one of Asia's most influential artists, with immense popularity across the region and beyond. Chou's boundless youthful energy extends beyond music, fuelling his success in film and directing as well.
(RIMOWA first and then La Mer so that it's clearer)
Yosh Yu, a rising star among a new generation of actors, exudes an unrestrained free spirit, genuine sincerity, and tenacity. Named a brand ambassador on 20 April, his unwavering passion and pursuit of excellence align seamlessly with Chaumet's timeless values, embodying a shared commitment to elevating each and every moment.
Coach announced Jayson Tatum, forward-guard for the Boston Celtics, as its newest ambassador, on 27 March. This partnership—in line with Coach’s “The Courage To Be Real” campaign—celebrates authenticity and bold self-expression, echoing Tatum’s narrative of resilience and ambition amidst challenges.
Alton Mason, known for his runway prowess and campaign presence, has solidified his position in the fashion realm. Mason's appreciation for a designer's creativity and craftsmanship distinguishes him as a visionary. His participation in Dolce&Gabbana’s Milan shows accentuates his infectious energy and alluring style, epitomising the collection's elegance and artisanal expertise.
In a collaboration between LVMH and the Olympic and Paralympic Games Paris 2024, Louis Vuitton has named Antoine Dupont, former captain of the French national rugby team Le XV, as its latest house ambassador. Dupont's unwavering determination mirrors Louis Vuitton's pursuit for excellence. He's known for being a versatile player with historic achievements under his belt.
Actor Barry Keoghan has earned global acclaim for his roles in films such as Dunkirk, The Killing of a Sacred Deer, and Banshees of Inisherin—the latter earned him a BAFTA award. Last year, Keoghan graced events wearing Burberry, such as the Burberry Summer 2024 show, the Met Gala, the European premiere of Apple TV+’s Masters of the Air as well as the 2024 BAFTA Film Awards. Burberry creative director Daniel Lee praises Keoghan's growth over the past five years, describing his talent as inspiring and a great fit for the brand.
Taylor Fritz, the dynamic American professional tennis player, has been named the global brand ambassador for BOSS, further solidifying the brand's relationship with sports. With his embodiment of BOSS' core values as well as being one of the top American tennis talents right now, this partnership marks a strategic move by the brand to deepen its involvement in tennis.
Gulf has emerged as a leading figure in the Thai entertainment scene, showcasing exceptional talent as an actor, model, and singer. His influence extends beyond the screen, as he is celebrated globally for his fashion sense. Before this significant milestone, Gulf fostered a close relationship with Gucci since 2020, gracing events and fashion shows as a friend of the House.
As the ambassador of men’s fashion in China, Lang Lang has now become the global face of Dior. Continuously exploring new musical frontiers, this virtuoso pianist deepens his connection with the House, inviting enthusiasts to celebrate the enduring bond between Dior and the enchantment of art and music like never before.
On February 20, Louis Vuitton announced Victor Wembanyama as its brand ambassador following talks initiated a year earlier. Playing for Paris-based team Metropolitans 92, Wembanyama garnered NBA attention as a LeBron-caliber prospect. Already noticing his talents at an early stage, Louis Vuitton tailored his NBA Draft suit. In his rookie season, Wembanyama clinched MVP, Best Young Player, scoring, and shot-blocking titles.
Tiffany & Co. appointed Arón Piper, the Spanish-German actor and singer, as its newest house ambassador. His selection symbolises the convergence of music, art, culture, and luxury. Rising to fame with his breakout role in the acclaimed series Elite, Piper's career has since flourished. Alongside acting, his passion for music led to the release of the hit song "Sigo" in 2020. It garnered over 100 million plays across digital platforms as well as a sold-out European tour.
Aurelien Giraud, revered in skateboarding circles, was selected by Kim Jones to become Dior Men's fashion ambassador. His audacious spirit and creative flair converge with Dior’s values, blending sportswear, heritage, and reinvention. This distinctive alliance, dedicated to dreams and personal triumph, marks a unique fusion of styles in the pursuit of excellence.
Louis Vuitton proudly appointed BamBam as their brand ambassador on 1 February. The K-Pop sensation, formerly of GOT7, transitioned to a solo career in 2021 with his album Ribbon. His musical talent, unique style, and magnetic charisma has amassed him a global fanbase. His appearance at the Louis Vuitton Autumn/Winter 2024 menswear show in Paris drew hundreds of fans, with #BamBamXLVFW24 garnering over 2.1 million social media posts.
Hsu became Fendi's brand ambassador on 11 January. He has frequently showcased Fendi's creations from quite a while back. Shortly after, on 19 January, Sulwhasoo expanded its global presence by selecting Hsu as an ambassador. Internationally acclaimed for his role in Someday or One Day, Hsu is also known for his versatility and deep artistic passion beyond acting.
Fendi introduced American actor Jeremy Pope as one of its newly appointed male ambassadors alongside Greg Hsu and Massimiliano Caiazzo. With an Emmy, a Golden Globe, and two-time Tony nomination, Pope's acclaimed performances in The Inspection, Hollywood, and Pose highlight his talent. His upcoming role as artist Jean-Michel Basquiat in The Collaboration is set to make him an even bigger star.
The Fendi Spring/Summer 2024 campaign marked a significant milestone in Massimiliano Caiazzo's journey with Fendi. It solidified his bond with the brand after sitting front row Spring/Summer 2024 menswear show held at the FENDI Factory. Caiazzo gained popularity for his portrayal in The Sea Beyond as Mare Fuori and is set to star in the fourth season of the series.
From his formative years, the Tahitian surfer has been synonymous with the legendary wave. Qualifying to represent France at the Paris 2024 Olympics, Dior recognised his allure and appointed Vaast as its latest brand ambassador. While it may seem unconventional for a fashion brand to sponsor a surfer, Dior has shown interest in the sport in the past. Collaborations with Vissla, French shaper Notox for high-end wetsuits and surfboards, alongside previous sponsorships like Kanoa Igarashi, underscore Dior's affinity for surfing.
Jamie Dornan was appointed brand ambassador for Loewe on 5 January. Dornan has been featured in a number of Loewe campaigns, including for Spring/Summer 2024. His recent accolades include Golden Globe and Critics Choice Award nominations for 2021's Belfast. “Having watched many of Jamie’s films and following his work closely, he was front of mind when we were thinking about a new ambassador for Loewe. I’ve always liked how his performances embody a sense of strength that feels very pure and organic," says creative director Jonathan Anderson.
The song you're listening to heralds the birth of psychedelic symphonies, predating The Beatles by a staggering 130 years. Hector Berlioz, the French composer who wrote "Symphonie fantastique" (French for "fantastic symphony") in 1830, offers one of the earliest musical depictions of a transcendent journey. Celine creative, artistic and image director Hedi Slimane stumbled upon this masterpiece at just 11 years old and was instantly captivated.
Berlioz's composition vividly captures the torment of unrequited love and obsession. Regarded as an "immense instrumental composition of a new genre", "Symphonie fantastique" showcases Berlioz's unmatched orchestration skills, impressing critics with its avant-garde essence. Transitioning seamlessly to Slimane's fashion narrative for Celine's Winter 2024 menswear collection also titled "Symphonie Fantastique", the collection boldly revives tailoring, epitomising the designer's pure sartorial essence.
The fit: Bold and cutting-edge, the garments featured in the film embody Slimane's unmistakable design language in menswear. Embracing the iconic "I" line silhouette—reminiscent of 1960s tailoring with a nod to 19th-century Anglomania—the collection exudes timeless sophistication. Frock coats, three-buttoned suits, and intricately hand-embroidered waistcoats are meticulously crafted from sumptuous fabrics like silk, cashmere, and vicuña. Throughout, matte black, satin, and lacquered finishes dominate, infusing each garment with an unmistakable sense of opulence and refinement.
Standout pieces include iconic motorcycle jackets with cropped hemlines, elegantly paired with 1970s flared bottoms as well as pinstriped peacoats transformed into militaristic uniforms. As with every collection, embellished accents adorn a number of garments, adding a captivating touch. Well-dressed cowboys take the lead in ballooning denim and multi-pocket button-down shirts for more casual proposals from the collection.
The details: Silver hardware embellishments on leather jackets inject that signature Slimane edge into the garments. They create a striking contrast to the refined aesthetic of the collection, all the while maintaining the rebellious spirit of Celine. Wide-brimmed hats and square-framed sunglasses further punctuate the collection's distinctive style.
Three exceptional looks: An embellished golden coat catching the sunlight; a sleek mandarin-collar jacket; and a pin-striped coat accentuated with a velvet collar.
The takeaway: This collection vividly embodies storytelling. Each piece reflects Slimane's current fascinations, meticulously crafted in every detail—from the setting and casting, to the music and garments.
View some of looks from the Celine Homme Winter 2024 collection in the gallery below.
Since ancient times, sports have symbolised and celebrated the spirit of human endeavour. Legendary feats of physical and psychological accomplishments have been enshrined in the annals of history. Within the context of sports, much of the basis of achievement centres around time, with competitors striving to be the fastest in the field. As part of our celebration of wellness, we commemorate the instruments that not only measure and determine the basis of sporting competition, but also symbolise the spirit of human endurance across land, ocean and in the air.
In motorsport, no race embodies the sporting spirit of endurance and mastery better than the renowned 24 Hours of Le Mans. Drivers are required to possess cat-like reflexes and superhuman levels of stamina in order to survive, let alone compete and think about beating other contenders to win the gruelling 24-hour race. To commemorate the centenary of the world’s best- known endurance race, Rolex issued a special limited-release Daytona (recently discontinued in white gold, and replaced with a yellow- gold iteration). The embodiment of Rolex’s nine decades of motorsport heritage, the Daytona has always been synonymous with legendary feats of motorsport achievement.
As for this particular Daytona, the distinction lies in the details. Apart from a special bezel that highlights the “100” indicator in a bright racing red, the “Le Mans” Daytona also sports an exclusive, new calibre 4132 movement that boosts the maximum chronograph measure from the standard 12 hours, up to a Le Mans-appropriate 24 hours. In terms of aesthetics, the ‘reverse panda’ dial is reminiscent of its ‘Paul Newman’ predecessors of the early ’70s—a deliberate choice, considering Paul Newman himself was an avid racer and one-time competitor in the 24 Hours of Le Mans in 1979. The horological embodiment of the human desire to consistently push the limits of motorsport, the Rolex “Le Mans” Daytona combines motorsport history with the best of Rolex’s racing association and watchmaking heritage.
Out at sea, no race brings out the best in maritime performance more than the America’s Cup. The oldest competition in international sport, the contest draws the crème de la crème of sailing talent and yacht design innovation, and is the pinnacle of competition in a nautical arena. Officine Panerai, too, is no stranger to the sea. Having supplied the Royal Italian Navy for a substantial part of its history, maritime performance is a key pillar of its DNA. On the other hand, the Luna Prada Rossa sailing team has become synonymous with seafaring performance and a desire to push the limits, having notably been the Challenger of Record for the 2021 iteration of the America’s Cup.
The partnership is one borne of the love for the sea and has birthed timepieces that capture the union of daring, skill, cutting-edge technology and that relentless pursuit of excellence that drives Luna Rossa’s competitive edge. This year’s release is no different. The Submersible GMT Luna Rossa Titanio—unveiled at this year’s Watches and Wonders—combines the best of Panerai’s watchmaking nous.
The first timepiece featuring the new SuperLumiNova X2 lume on the indices and hour hand, the Submersible GMT Luna Rossa Titanio has a case made of the same Grade 5 titanium used in the manufacture of the Luna Rossa racing yacht. The watch is also—as expected—water resistant up to 500 metres, and is proven to withstand pressure of up to 25 per cent more than the guaranteed water resistance value. A handsome union of avant-garde technology and transcendental performance, the Submersible GMT Luna Rossa Titanio is the personification of the Luna Rossa Prada Pirelli team as it vies for its first America’s Cup victory this August.
Since early civilisation, humanity has shared a collective desire to take to the skies, long before the Cartier Santos-Dumont Reverse Wright Brothers’ first powered flight. Following their breakthrough in 1903, the human desire for continual improvement and exploration saw inventors and engineers begin to push the boundaries of flight, seeking to go higher, faster and further—exploration that persists even today. Across most aviation endeavours, time has been one of—if not the most important—elements at play, with watches such as the Cartier Santos-Dumont testament to the importance of time in the process of flight. While the modern Santos-Dumont is more of a dress watch than a true ‘sport’ watch, its continued relevance spotlights Louis Cartier’s foresight and design acumen—staying power is not something easily achieved, given how modern trends fade almost as quickly as they emerge.
The source of that staying power becomes immediately evident through this year’s Santos-Dumont Rewind. While it presents itself as any other regular Santos-Dumont in terms of movement and case dimensions, it displays the time in an interesting and playful way: backwards. To achieve that, Cartier has mirror-flipped the positions of the Roman numerals on the dial—read clockwise, it goes from 12, to 11, to 10, and so on. Despite its cleverness, however, the Rewind is still a piece that insists on being taken seriously—the smoky, scarlet dial and matching ruby cabochon (denoting its platinum case) subtly hint at the pedigree beneath its quirky facade.
As a timepiece—its presentation of the horological unpresentable in a format that has come to be beloved by watch aficionados everywhere—reveals the postmodernist artistry behind the Santos-Dumont’s design process. That said, it still carries the competitive, sporting essence of its predecessors, while reminding us all of the need to rediscover the elements of fun and freedom in sport every now and then.
"Florals? For spring? Groundbreaking."—one can imagine Anna Wintour herself uttering those words as a throng of floral-clad outfits paraded themselves in, one after another, into the Metropolitan Museum of Art. It was the first Monday in May, also known as the Met Gala, and Wintour assumed her longtime role as co-chair. She was joined by Met Gala 2024 co-chairs Jennifer Lopez, Zendaya, Chris Hemsworth, and Bad Bunny. Honorary chairs for this year's edition were Loewe's Jonathan Anderson, and Shou Chew, chief executive of TikTok.
The annual benefit celebrated the opening of the latest seasonal exhibition, Sleeping Beauties: Reawakening Fashion, where around 250 objects spanning four decades are on display. Each fashion object features a relation to nature, serving as a metaphor for the fragility and ephemerality of fashion. As an extension of this time travel of fashion through a nature-centric lens, the theme of Met Gala 2024 was "The Garden of Time". While the title immediately conjures up images of flora and fauna, in actuality, it's quite a broad theme.
"The Garden of Time" is a reference to a 1962 short story of the same name by J.G. Ballard. It tells a story of Count Axel and his wife live in a villa surrounded by a garden of crystal, time flowers. In order to escape an approaching angry mob, the count began plucking off the flowers one by one to travel back in time, until there were none left and they both succumbed to their inevitable downfall.
Yes, it is somewhat of an irony that the story's narrative inspired the dress code for this year's Met Gala—a benefit attended by modern-day aristocrats.
Looking into the source material, the theme leaves room for interpretation. Sure, the florals and anything else garden-related are a given, but manners of aristocratic dress were also options. And due to the time-travelling nature of the story, there's also no fixed period to be restricted by. First-time attendees (and the first K-pop group in history to attend the Met Gala) Stray Kids wore custom Tommy Hilfiger suiting in the brand's signature hues with subtle floral and botanical details, while Barry Keoghan stunned in a velvet Burberry suit that was a nod to period dressing.
Others took on the story's more nuanced theme of doom and destruction. Wisdom Kaye's Robert Wun ensemble was the perfect manifestation of destroyed beauty with its burnt edges; Bad Bunny's Maison Margiela suit featured loose topstitching that were irregularly done; and Dan Levy's Loewe fit beautifully interpreted the theme with a floral suiting that graduated into darkness.
View our picks of the best menswear looks at Met Gala 2024 in the gallery below.
Get used to it: Hedi Slimane does what he wants and when he wants it. You've got to respect the artistic, image and creative director for his steely focus on a rather singular design aesthetic. The Celine Summer 2024 menswear collection, however, proves that for all the iconic things that Slimane has done, he can still craft fresh interpretations within his sphere of vision. And in this case, it's rather femme.
The standard Slimane look is still evident in the Summer of 2024. Impeccable menswear tailoring finished off with skinny ties are nods to his Dior Homme era, but this time, elevated with rhinestones that seem to give off their own luminescence.
There's a heavy focus on leather. Like trousers with a slight flare to the end as well as some of the collection's more standout moments. For example, a beautiful leather jacket with sleeves that ballooned out that's inspired by 17th-century French court royalty. If that's not enough, more feminine nuances abound in the collection. Referencing couture constructions and silhouettes, bustiers take an exaggerated ribbon-like form that wraps around the waist. In one look, a new take on a leather biker jacket is designed with off-the-shoulder sleeves that seem to levitate away from the body.
Add embellishments that are Slimane signatures, and you have a line that's the most feminine. See it as stage-ready uniforms for some of rock and roll's greats like David Bowie and Mick Jagger.
There is reason why Loewe is one of the most anticipated shows each season. It has more to do with the out-of-the-box ideas that creative director Jonathan Anderson concocts each time rather than the celebrities that turn up for them (and trust us, there's been an increasing number of them). The fact that some of the celebrities would choose to wear the runway pieces days after they're presented is testament to the fresh and boundary-pushing silhouettes.
For Spring/Summer 2024, the key highlight of the collection comes in the form of very high-waisted trousers that reach, at least, an inch above the belly button. The result is a dramatically elongated bottom with the torso effectively cut to a 1:3 ratio. Even more dramatic are the ones drenched in rhinestones and when paired with equally bejewelled polo shirts, the look is anything but staid.
While the combination has been getting a lot of media attention due to the number of celebs that have worn variations of it, there's a lot more to the Loewe Spring/Summer 2024 menswear collection. There are vests twisted into a giant knot, deliciously oversized outerwear, and even a top that's effectively just secured with a giant pin. Sure, you won't be seeing the latter out in the streets on a normal weekday but the idea that something as conceptual as that could still be somewhat desirable to a fashion-loving audience clamouring for new perspectives is pretty inspiring.
Anyone who appreciates knitwear knows that there are almost limitless possibilities in what can be crafted from yarns. Automatons are indeed available to spit out a piece of knitwear in as little time as possible. But the creation of intricate pieces is often done by hand and, as this season shows, results in truly stunning works of art.
Even at its simplest—as with a Gucci number in shades of blues and white—knit can have beautiful textures, adding depth to an exaggerated drop shoulder and a side-shoulder zip for unlimited styling capabilities. Bottega Veneta presents an array of knits that each display a different technique and skill. In one, the knitting is purposely twisted and warped to create a unique irregular pattern. In another, it presents itself as an abstract interpretation of the House's Intrecciato leather technique.
Alexander McQueen takes it up a few notches, at least in terms of visual appeal. While several knits employ some on-brand deconstruction, it's the crochet vests that are just stunning. Florals for Spring is groundbreaking when done through a three-dimensional crochet consisting of a collage of flora. Even in its more single-hued variation, the textures stand out in the best ways possible.
Chanel may have adopted tweed as an enduring icon of the house and in the process, feminised the material. But in actuality, tweed began in the masculine domain. Invented by Scottish farmers in the 18th century, tweed was a means of keeping warm during the harsh winters. Its characteristically rough-hewn texture is designed to be weather-resistant—locking in heat and wicking away water.
Dior Men artistic director Kim Jones reimagined tweed for its Summer 2024 collection. His penchant for merging the traditionally feminine codes of the Dior house with contemporary menswear is amped up with tweed woven into the emblematic Cannage motif. It's then used on everything from outerwear to cardigans and couture-level tailoring.
Jones did not attempt at all to masculinise the material. Instead, he employs tweed as an example of the Dior Men aesthetic that he's built where the unexpected combination of tradition and the contemporary is married with the rich history of the house.
The Summer 2024 ready-to-wear pieces aren't the only ones where tweed is used, and thankfully so. Bags—spot the complete tweed iteration that's a more luxurious take on the outdoor backpack—and shoes, like loafers and sneakers, make full use of tweed's function-meets-aesthetic traits. You wouldn't be caught dead in a full tweed look in the summer—and you shouldn't—but the individual pieces look good enough to bust out now and then for an elevated sense of style.
Anthony Vaccarello has decided that Spring/ Summer 2024 is the season for the man-cleavage. The Saint Laurent Summer 2024 menswear collection is replete with scoop-neck tops that highlight all the chest-pumping work you've been religiously focusing on at the gym. While Vaccarello's offerings may appear somewhat extreme (they're cut just inches away from a potential nip-slip) there's no denying that there's a certain level of sex appeal. Versace reckons so too with its silk tanks affording almost the same level of chest-baring proclivity.
Before you scoff at the design choice as simply something done by brands that are more fashion-forward than others, you'd be surprised to know that even Giorgio Armani and Emporio Armani are in on it too. The former stuck to a no-inner-under-suits look that crops up ever so often, while Emporio Armani embraced the chest with open shirting and waistcoats that are cut above the belly button.
Take this as the reverse crop top trend. Baring your chest is more forgiving than wearing a cropped top. It's much harder to achieve visible, three-dimensional abs than it is to get a decent defined chest. And the best thing is, you could get away with letting the chest breathe a little in public without drawing too much negative attention from wearing a cropped top.
There's some gender-equality debate to be had here for sure but at the end of the day, do what feels right for you. Trends come and go but style is everlasting—or something to that effect.
Read on for part one of the Spring/Summer 2024 trend report.
When we first bore witness to the Spring/Summer 2024 menswear collections slightly over six months ago—because, you know, fashion—it looked to be a very exciting time for menswear. It wasn't only for the unprecedented manner Pharrell Williams kicked off Paris Fashion Week Men's for his Louis Vuitton debut as creative director, but also for the strong proposals of what it means to be a man today.
Homogeneity takes a backseat to make way for a splicing of masculine ideals. There's more than enough room for a man to be himself, however he wants to. The diverse range seen throughout the Spring/Summer 2024 menswear collections echoes the embrace of men unafraid of masculine displays in atypical machismo fashion. From the updated signatures of Giorgio Armani to Loewe's experimental codes, the collections are not for the everyman but for every man.
That said, there's no reason to stick to one particular style too. The world contains multitudes—a multifaceted prism of the human race. Some days, you'd want to dress in sleek cuts peppered with soft nuances like from Anthony Vaccarello's Saint Laurent. On other days, you'd feel like exuding a modern aristocrat courtesy of Dior Men. With choices aplenty, why settle for just one facet of your being?
It's funny to think that when we were younger, there was a strong desire to want to be older and bigger. And once we've reached the realities of adulthood, we often look back fondly at the relative carefree ease of our youth. We are not projecting but it does seem to be a constant narrative in fashion—drawing inspiration from childhood and youthful energy.
What's evident for Spring/Summer 2024 is the adoption of boyish proportions. Rejecting any sense of what the "perfect" fit is, brands like Gucci (still a pre-Sabato De Sarno collection) opt to channel this through a calculated drowning of the body with fabric. It's almost like wearing a piece from an older and much bigger figure, while others pair oversized tops with shorts and bermudas that barely graze the knees. The latter wouldn't look out of place in the skateboard scene but materialised with modern tailoring as exemplified by Valentino and Burberry. Hermès offers shorts that almost disappear under outerwear and knitwear, effectively creating its most daring menswear proposal yet.
If you intend to jump on the bandwagon, start with Zegna's more proportioned stylings consisting of oversized tops and outerwear with loose-fit bermudas. Those look more intentional than try-hard.
Pharrell Williams knows how to put on a show. The man is a multi-award-winning musician after all, with style chops to boot. Louis Vuitton, however, is a beast of its own and the pressure to deliver as creative director of its men's universe is certainly significant, to say the least. Williams' debut, while a spectacle, was also a showcase of his knowledge of image-making.
The Spring/Summer 2024 menswear collection is rife with elements even the most casual follower of Williams would be familiar with. And that's because one can imagine Williams wearing almost every look, down to the pearl accessories. It's the short suits and coordinates, the tasteful use of jewellery and accessories (and at times a merging of both) as well as the sharp tailoring—everything feels very Williams.
That the collection looks like it exited Williams' personal wardrobe would've been an issue if not for the way he incorporated Louis Vuitton signatures. The Damier is reinvigorated with a camouflage treatment and in some instances, decorated with his penchant for pearls. The LV Monogram gets significant real estate throughout the collection (what "quiet luxury"?) on the reworked bags that are made with a softer and more pliable construction.
There's also a continuation of the legacy that the late Virgil Abloh set as a precedent during his time as creative director. The casting is diverse—ethnicity, body size, age and gender—and the collection feels like it could be worn by just about anyone from any part of the world. If anything, for that alone, Williams' debut is every bit the success that Louis Vuitton was banking on.
...when you have a bag that's more comfortable to the touch. Williams may have been on to something when he switched up the iconic Louis Vuitton Speedy to be less of a structured bag. The reimagined Speedy P9 is made with naturally supple-grained calfskin and completely lined with lambskin leather. The effect is a buttery soft feel that responds to every touch and is comfortable enough to hug as a clutch.
The Speedy P9 isn't the only big and soft carrier of the season. Even within the Louis Vuitton Spring/Summer 2024 menswear collection, the more traditionally constructed Speedy 50s offer a similar size-and-feel factor. At Prada, leather travel and tote bags are supersized and with such a supple composition that they're carried on the runway as though they're designed strapless.
Perhaps the most outrageous of them all is Bottega Veneta's thoroughly oversized drawstring duffel. It stands as tall as half a typical human male model. It's decadently crafted out of exotic skin and for obvious reasons, you'd probably never want to let go of this one.
This may perhaps be the new luxury fashion version of the much-maligned Crocs—you either hate it or love it. Among Burberry's offering of footwear for its Summer 2024 collection come slides that are part mules and part loafers.
Look, we get it; this is probably not for everyone but hear us out. Each pair is embellished with crystals and made of rubber, so you know that they're going to be comfortable and perfect for the tropical climate. The uppers are also perforated
with a detachable Equestrian Knight Design charm. Position it wherever you want for an offbeat look.
It actually does look great with a pair of socks in the same colour family. Although we might lose the charm for a more streamlined aesthetic. It's one of those things that you wouldn't immediately gravitate towards but give it a few wears and this is one pair you'd be glad to have in your collection. But like everything else thus far this season, you do you.
The idea of utility has always been prevalent in menswear. While its use is seen in pieces made primarily for the outdoors, a hybridisation has been happening of late, thanks in part to streetwear's influence. The treatment however, has often been rugged and hardy with a clear leaning to its roots, but for Spring/Summer 2024 we're seeing a shift.
While not exactly crafted from the most precious of materials, the season's take on utilitarian fashion is softer in make while still retaining its functional aspect. Givenchy, for example, reduced the number of pockets on its gilet to two main zipped compartments that make up almost half of the entire piece of clothing. It's also made from a lightweight nylon material for easier wear during the summer months.
Similarly, Berluti's lightweight technical-inspired blazer adopts the weather-resistant capabilities of nylon. Add to it, the nifty patch pockets finished with reinforced seams and chest zipped slots that are beautifully topped with leather pull tabs. They're key design elements that are also seen in a swathe of the collection's outerwear, including on a suede bomber.
If Givenchy's gilet isn't up to task to meet your OCD tendencies, Prada's option offers the kind of organised functionality you'd expect from a military-grade gilet. Except it's rendered in a hue that's more fashion-forward than forest-friendly. For those who prefer their utilitarian pieces in the thinnest fabric possible, Emporio Armani's translucent proposals make for stellar investments. Just keep in mind to wear something under though.
Read on for part two of the Spring/Summer 2024 trend report.
Givenchy is currently in transition. After the departure of former artistic director Matthew M Williams, the storied luxury fashion house is still left without a creative head. Its Autumn/Winter 2024 menswear collection presented during Paris Fashion Week Men's in January this year, was designed in-house and showcased salon-style at the House's headquarters.
Williams officially left Givenchy on 1 January 2024 after three years, with his last efforts for the House being its Pre-Autumn 2024 womenswear and menswear collections. But his final menswear runway show was for the Spring/Summer 2024 season with the collection currently available in boutiques.
The Spring/Summer 2024 menswear collection draws on the study of elegance and sartorialism with school uniforms as a starting point. It's a stylistic dialogue between traditional masculine code of dress and the classic wardrobe of a gentlemen. Williams too applied some of his own experiences growing up with fashion through his penchant for streetwear-inspired stylings evident in the collection's more utilitarian pieces.
At the gallery below, take a look at some of the backstage moments from the show, lensed by Adam Katz Sinding.
As a young stylist, I had always considered flying off to the fashion capitals for fashion weeks to be one of the pinnacles of my career. I had exalted it as a rite of passage—if I were to attend either London, Milan or Paris Fashion Week, it would mean that I’d made it.
I wasn’t naive to think that being invited to fashion shows would be all glamour. Fashion editorial life is (unfortunately) unlike what’s portrayed in the oft-referenced The Devil Wears Prada or even Robert Altman’s Ready to Wear. I was already reporting on the runway collections remotely, basing my reviews off of what I could see from livestreams as well as information from press releases. But I knew that being on the ground meant that my evenings would be spent doing the same with the added pressure of doing so after spending an entire day commuting from one show to the other.
The biggest draw for me was to be able to witness the show firsthand and actually see and feel the collections up close, months before everyone else does. It adds to the reporting and critique of a show. Watching them through a screen has its limits. Sure, one technically gets a much better view of each look as it walks down the runway thanks to steady camerawork, but a fashion show is much more than each individual look. The atmosphere—the music, audience and the scale of a set—completes the narrative that a designer is trying to communicate. And this, as much as technology has changed so much over the years, is a sensorial experience that falls short digitally.
To say that I was excited for my first official fashion week experience would be an understatement. At the same time, I was anxious. I’ve navigated Milan and Paris on my own before, but I’ve never had to rush for back-to-back appointments and shows during one of the cities’ busiest period of the year. Timing is everything and it’s not because I was afraid of getting to a show late (it’s fashion, hardly anything starts on the dot)—I was afraid of missing out a celebrity.
We’re all aware by now that celebrity culture is at an all-time high. Almost no big-named brand event is complete without the appearance of a number of celebrities, some of whom are official brand ambassadors. Brands—be it jewellery, watch or fashion—have been busy racking up top-tier Western, Korean and Thai faces in the past couple of years as brand ambassadors, all to give embodiment to their brand values while simultaneously attract the following that each celebrity commands.
It was a cold January in Milan. The Autumn/Winter 2024 Milan Fashion Week Men’s was the beginning of my two-week-long, non-stop fashion immersion. The Gucci menswear show was my first stop. It was creative director Sabato De Sarno’s first menswear collection for the House and I was in anticipation. I arrived half-an-hour early to the venue to find that I was not early enough. Not only was there already a sizeable crowd formed across the road behind a row of metal barriers, editors of publications based in Thailand, Hong Kong, Korea and my Singaporean counterparts were all flanking an imagined walkway right before the entrance to the main show area.
I managed to squeeze myself in, joining the rather civil queue of Asian press as we all waited for celebrity arrivals. Brands would typically provide a list of confirmed front-row attendees so we could single out those we’d want to approach for doorstop interviews or at the very least, film their arrival for social media. I went in completely blind for Gucci so I was rather awestruck by the sight of Idris Elba, Mark Ronson, Elliot Page and Jay Park. And when people I personally admire and follow such as male model Clément Chabernaud and musician Tamino walked in, the inner fanboy was very much in overdrive. The job comes first, however, and my phone kept trailing each of them from the moment they enter the space.
Yes, I am a glorified paparazzo.
No one stops to give soundbites as they enter a venue. It’s within the show set that the opportunities arise if you’re able to battle your way through the hordes of other press aiming for the very same. The Gucci show was my warmup. I didn’t get any save for a very muffled and quick hello by Elba, which wasn’t usable.
I learnt a thing or two from a very kind fellow celebrity-chaser. He introduced himself as we shared a mutual connection. He told me he is based in Paris but covers celebrity sightings for a publication in Singapore during fashion weeks in Milan and Paris. Having done it for at least six seasons now, the man has become a force to be reckoned with. He knew where to stand and wait for the perfect, clear view and seemingly had zero qualms about intruding the personal space of a celebrity. As an introvert, I was the exact opposite at the start but observed and went on to adopt a similar level of brazenness.
It was the only way that I was able to secure coveted soundbites from Korean actor and brand ambassador Lee Min-ho, Marvel’s Winston Duke, and latest brand ambassador Greg Hsu at Fendi. Prada’s Autumn/Winter 2024 menswear show was full of A-list celebrities—possibly one of the best curations out of the shows in Milan—and I was able to create content featuring Lee Jae-wook, Troye Sivan, Manu Ríos, Luther Ford, and Win Metawin. Lee was even kind enough to rerecord his once I discovered that the audio was off in the original and suffered a fleeting panic attack from it. At Loewe, I even managed to approach Saltburn’s Archie Madekwe for an additional soundbite to tease his then-unreleased February 2024 cover of Esquire Singapore.
“Did you get all the content you need?” a brand communications personnel asked as I was exiting a venue. It was a question I’d hear time and again throughout the two weeks. They were all trying to ensure I had the necessary recordings for Instagram reels that would reach as many people as possible. And if not, they’d assist in securing a celebrity’s time if possible.
I’m not going to lie. There were moments in the evening after a day’s series of shows where I felt semblances of an existential crisis. I would rather speak to creative directors such as Miuccia Prada, Jonathan Anderson, Kim Jones and the like to find out more about their thought processes behind the collections. I had questions after seeing every show but it wasn’t humanly possible to split my time. In the battle for social media views and engagement, creative directors, very unfortunately, don’t garner the same level of attention than even a wink by Korean actor Jung Hae-in.
“In the past, the editors’ biggest concern was getting captured by street style photographers,” a counterpart proffered as we were waiting for celebrities to slowly stream in at a show. The “past” was only about five years ago. And while I don’t necessarily agree with the sentiment (I’ve worked under editors who consciously dress to impress during fashion week while delivering elaborate collection reviews post-shows), I understand the manic evolution of fashion media. It’s no longer enough to deliver content at dizzying speed; content has to be relevant and with a guise of exclusivity.
Will this bubble ever burst? I don’t have the answer to that. But as along as there is a desire for content featuring celebrities that bring in social media engagements and estimated media values in the millions (at the very least), the fashion industry will be sticking to this formula.
The Spring/Summer 2025 Milan and Paris Fashion Week Men’s shows are coming up in a couple of months. And I’m ready, with my iPhone, my small Bluetooth enabled microphone and Esquire Singapore placard going: “Hi! I’m Asri, style director of Esquire Singapore. May I get you to say hello to our readers?”
The Gobi. It’s a vast expanse of emptiness and sand—so much sand—that spreads out into forever where the sky meets the endless horizon in a union of dust and sunlight. From the pictures, you’d imagine it to be tomb-quiet but the howl from the whipping wind says otherwise.
It’s hard to imagine such a landscape to be replete of life but travellers walked these sandy plains once and still. Except, in this day and age, SUVs and motorbikes leave their treads in the sand—signs of existence. These lay there as testament before, hours later, the wind would return the desert to its unblemished state.
For now, a Mongol herder—a sullen man, adorned in weathered leather boots and a dusty blue down coat bisected by a brown belt—leads his camels; trailing foot/hoofprints. They see a figure perched on a dune ahead. As the figure approaches, the herder brim his eyes with his free hand, while the other hand tightens around the reins.
The stranger, a tall foreigner of the Western persuasion, is attired in a white coat and slacks the colour of chocolate. He may look like a fish out of water but, here in this parched land, he feels perfectly at ease. Were this any other encounter, the herder would baulk at the stranger but this is a meeting that had occurred minutes ago. This is the second take before documentary photographer Chris Rainier, satisfied with the shot, directs them to another spot, angled in a way that the near-afternoon sun would flatter them.
It started at Luxor.
Two years ago, to commemorate its semicentennial anniversary, the Italian luxury lifestyle brand Stefano Ricci decided to host the celebration at the Hatshepsut Temple. As part of the Theban Necropolis, the temple is carved into the sheer cliffs of the Deir el-Bahari complex. The monumental architecture characterised by three terraces proved to be a fitting space for Stefano Ricci.
The two-day event culminated in a fashion show for 400 guests. Dr Zahi Hawass, archaeologist and former Minister of Antiquities and Culture, described the show thusly: “I have seen this temple more than a thousand times in my life, but Stefano [the namesake founder and brand chairman] made me see it in a new and different way. The fashion models began to come down the temple stairs, escorted by Egyptian warriors. We saw a great new fashion that the world had never seen before.”
The event created a lot of buzz but it also sparked an idea for a series; one that would take the Ricci family to far-flung corners of the world.
It's called the EXPLORER Project and it’s spearheaded by the sons of Stefano, Niccolò and Filippo—the CEO and creative director, respectively. Filippo said that the Luxor event alerted them to a new outlook in appealing to men’s innate wanderlust. Their clients are “dynamic, independent, powerful men” and the real luxury is to “have remarkable [travel] experiences”.
They started with Iceland. A land of contrasts, where glaciers meet black volcanic sands. The Vatnajökull Glacier—Europe’s largest ice cap—is an indomitable presence on the south-eastern horizon. For their AW24 collection, Filippo came with an intrepid crew consisting of hair-and-make-up artists, stylists, videographers, drone operators and models. They also roped in the expertise of Terry Garcia, CEO of Exploration Ventures, and the aforementioned Chris Rainier.
Terry leapt at the chance to work on the project. He cited the importance of exploration, especially in this day and age. They shot against the Skógafoss waterfall; along the black sand beaches of Reykjanesbær and Reynisfjara; the Diamond Beach, a sand beach next to Jökulsárlón Glacier Lagoon and the cavernous ice caves of the Vatnajökull Region.
The Galápagos Islands were the next chapter of the Explorer project but that wasn’t Stefano Ricci’s first choice. They were supposed to shoot elsewhere but unforeseen circumstances forced the crew to scramble for another location. They eventually ended at the Galápagos Islands.
We suppose there is some poetry to this. The volcanic archipelago was where naturalist, Charles Darwin, was inspired to develop his theory of evolution. In this place, where Darwin witnessed the adaptations of finches’ beaks, Stefano Ricci will adapt to shoot their SS24 campaign.
Terry Garcia is still on board but this time, Mattias Klum, photographer, and National Geographic fellow, helmed the photoshoot. Niccolò has decided to come along as well; no sense in letting the younger brother have all the fun. With the supervision of the Galápagos National Park Directorate, extreme care was taken in shooting in the archipelago’s fragile and unique ecosystems.
They shot at Santa Fé Island, a small gem in the Galápagos crown. There, the the sea lions and marine iguanas were nonchalant accessories to the photoshoot. The unique fauna (giant turtles) and flora (cactus and Scalesia forest) complemented the “nature tones” of the collection. This was also their first underwater shoot. On a boat ride out to Isla Guy Fawkes, Matthias said that the underwater perspective added another dimension to the story that they were telling.
That story is part of a bigger one. It’s post-Covid and the borders are slowly opening up. The pent-up agoraphilia that those mindful of quarantine have broken loose. It seemed serendipitous that Stefano Ricci managed to be in the thick of this sudden worldwide yen for travel.
For the AW24 collection, Stefano Ricci’s took to the birthplace of Chinggis Khaan—Mongolia. Aside the return of Chris Rainier as the principal photographer, for this expedition, they included the locals in their campaign, opened the expedition up to valued customers willing to join them and introduced exclusive material for their winter outfits.
First, the material. It’s made from the undercoat of the Hircus goats from Alashan. The fibre is collected through gentle hand combing on goats no older than 10 months of age in the spring. Then, it’s processed into a superlight and resistant cashmere: the Stefano Ricci Alpha Yarn.
Second, the inclusion of Stefano Ricci’s clientele in the project added another facet to the brand’s growing portfolio—that of a semi-bespoke travel agent. Stefano Ricci’s exclusive patronage is a by-invitation-only club. These valued patrons will have the opportunity to embark on this once-in-a- lifetime chance to evoke their inner Magellan (or insert your own ethical explorer alternative). Lorenzo Quinn, an artist known for his large-scale sculptures (one of his works, “The Force of Nature”, is found at Marina Barrage) is an inaugural invitee. In a reportage video, Lorenzo paraphrased the essence of exploration from the project’s motto, “[to] explore the world is to explore ourselves”. For an artist like him, this was a much-needed respite to stir the creative juices.
During the time in Mongolia, the group slept in gers (a Mongolian yurt); traversed the Flaming Cliffs; posed at the Chinggis Khaan Statue Complex; climb the many and winding steps of Aryabal Temple and communed with the Kazakh burkitshi (eagle hunters) in Altai. It is the latter that held great significance with Stefano Ricci; the family’s emblem is the eagle. It is this commonality that the Riccis donated to Kazakh Falconry Association for the preservation of the raptors. (Stefano Ricci also donated to the Charles Darwin Foundation at their last Galápagos project).
For a luxury brand, there is nothing luxurious in how the campaigns were shot. In fact, productions were closer to the point of discomfort. There have been a lot of unearthly hours to aspire to, just to catch the first light of the sun. They also had to contend with the local amenities in these far-flung corners. In their journey from Three Camel Lodge at which they resided, to the shooting location in the Gobi, the early morning darkness caused even the guide to lose his bearings.
But Niccolò had nothing but praise for the professionalism of his team. Everybody knows what they need to do. It’s a well-oiled machine, one that was honed during previous excursions. In classic Italian fashion, the smiles break through the sweat; the camaraderie flows easily.
A fashion house and the theme of travel... this isn’t a novel idea. Luggage brands like RIMOWA extolled the virtue of a well-travelled suitcase and Samsonite highlighted the “man on the go”. Coach had an air travel boutique inside an aeroplane. Japanese label, TEÄTORA, specialises in outfits to ease the rigours of travel—ie, packable T-shirts, jackets to fit carry-ons like a passport and/or an electronic tablet.
We leave off with a quote from Terry: “Exploration, yes, it’s about adventure, it’s about the unknown. But sometimes, exploration is about seeing an old place through new eyes.” And what better way than to view it through the lens of fashion?
Pharrell Williams and Tyler, the Creator share a longstanding collaboration in the music industry, with many of Tyler’s songs produced by Williams. They also feature in each other’s tracks, including Williams' 2022 single “Cash In Cash Out” and Tyler’s “IFHY” from his 2013 album Wolf. The close friends are in constant creative dialogues and thrive on it. Taking it to a new level, the Louis Vuitton men’s creative director delivers a new capsule collection created in collaboration with Tyler.
This isn't Tyler's first brush with Louis Vuitton having most recently composed the soundtrack for the Maison's Autumn/Winter 2023 menswear show. The Louis Vuitton Spring 2024 Men’s Capsule Collection by Tyler, The Creator is a melodic combination of the visual vocabularies of Tyler and the Maison, especially the one that Williams has established—it's preppy meets dandy with a whole lot of fresh interpretations of both.
The collection features pieces that Tyler would personally wear. “I dress the same in a meeting as I do a performance or grocery store trip, so hand drawing the monogram felt like the perfect balance to me,” he says. Dubbed the "Craggy Monogram", his hand drawn monogram comes in chocolate, vanilla and pastel shades. In addition to the usual LV symbols and 4-petalled LV Flowers, the Craggy Monogram incorporates representations of daisies and Airedale Terriers—familiar motifs from the visual universe of the artist. The uneven shapes of the hand drawn Monogram are echoed in lines and details throughout the collection, from chocolate down jackets to vanilla windbreakers, denim jackets with matching denim pants and denim dungarees, along with accessories.
Known as the guy who turns up to awards shows in shorts, Tyler’s collection just had to include them. Classic shorts and chinos with pleats and fold-ups appear alongside dandy-esque shirts adorned with graphics. With his penchant for pastels, the collection also features baby blue cable knit jumpers with a craggy V-neck and cuff stripes, and a pink fair-isle vest. As a nod to Tyler's obsession of luggages, a special-edition Courrier Lozine 110 trunk featuring the Craggy Monogram was created for the collection.
Tyler's authenticity shines through his recurring playful motifs in the collection’s accessories ranging from flower-studded rings to a Craggy Monogram cereal bowl with a matching spoon. The collection also features a chess set with its chess pieces portraying melted chocolate, hand-sketched by Tyler himself. This is also, unsurprisingly, the rapper’s favourite item from the collection. “I wanted to mix my style and Louis Vuitton’s codes together in a way that felt slightly whimsical but could still be worn to the gas station on a Tuesday,” he explains.
Needless to say, Williams is a fan of the collection: “This collaboration is unique to Louis Vuitton because it’s a natural extension of our LVERS philosophy, building on our network of incredible artists and creatives. There are so many elements specific to Tyler built into these pieces and it’s been inspiring to see him hone in on his craft and collaborate with him for this spring collection."
The Louis Vuitton Spring 2024 Men’s Capsule Collection by Tyler, The Creator is now available in boutiques and online.
Creative director Anthony Vaccarello wants eyes on the shoulders of the Saint Laurent man. For the 49-look Summer 2024 collection, he had models either donning jackets with emphasised shoulders, or baring them. Even in unlayered overshirts, the shoulder seams have been intentionally extended to accentuate the broadness of a man’s frame. Presented in Berlin, Germany, at the monumental Neue Nationalgalerie by Ludwig Mies van der Rohe, the Saint Laurent Summer 2024 collection found the perfect stage. There, in the glass-and-steel temple of modern architecture, the occasion seared the setting into the minds of guests in attendance—the collection was paraded with the aplomb of modernism amid a glorious sunset.
While it is easy to pick up the references Vaccarello pulled from the Saint Laurent Women’s Winter 2023 collection, translating a female collection onto menswear is no simple trick. Due credit must be given to Vaccarello for making it even remotely appealing to the everyday man. The androgynous wardrobe he has created succeeds because it modernises the inverted triangle body shape that traditionalists worship.
Vaccarello’s modernist approach comes into focus at waists that are cinched, so the inverted triangle is fully realised to its tip, literally. In every look, the top is presented tucked and nipped into the generously cut high-waisted flute pants. After the shoulders, attention gravitates towards the pants of the collection. There is an assuring dissonance in the suaveness of the pants being high-waisted and cut in a flute shape. But there is also a comfort in knowing there’s wiggle room for such a sharply tailored garment. Hemmed at the ankle, the pants are also given attention to the chunky heeled boots that are paired with the looks. The least desired thing about flute pants is the bunching at the legs, breaking up the masculine stature.
There are many other modernist approaches employed by Vaccarello throughout the Saint Laurent Summer 2024 collection. Seemingly stereotypical female garment types are butched up. Deep décolletés satin tank tops are cut wide to look like luxurious muscle tanks. One-shouldered toga sheer tops are treated into cut-out T-shirts for a grunge outlook where the other non-exposed shoulder is completely covered. A silk satin blouse is perhaps Vaccarello’s take on the basic oversized T-shirt seen all over the streets.
The Saint Laurent Summer 2024 collection is entitled “Each Man Kills The Thing He Loves”. And by the way it was presented, many men may have overkilled their excuse of being presentable with lazy suits over basic T-shirts. Vaccarello shows the way with sharp tailoring and a modernist masculine appeal of truly being presentable.
Brand ambassador appointments are nothing new—in fact, they're quite a regular occurrence nowadays. What's unusual and quite rare are instances where multiple brand ambassadors are announced on the same day and by two very different brands.
But that's the beauty of appointing a brand ambassador. One is carefully chosen based not only on popularity and personal achievements in the space that they inhabit, but also by how they fit in with the brand ethos and aesthetic. Hence, even when Burberry and RIMOWA announced their newly crowned brand ambassadors on the same day (8 March 2024), the distinction was very clear.
Irish actor Barry Keoghan, known for his roles in movies such as Christopher Nolan’s Dunkirk, Martin McDonagh's The Banshees of Inisherin, and most recently, the highly talked about Saltburn, has had many affiliations with Burberry. The BAFTA winner was a guest of the brand for the 2023 Met Gala (dressed in an attention-grabbing outfit featuring chief creative officer Daniel Lee's reworked Burberry check), and opted to wear Burberry to the European premiere of Apple TV+'s Masters of the Air and the 2024 BAFTA Film Awards. If you've been following the Burberry runway shows closely, you would have also spotted Keoghan on the front rows of the Summer 2024 and Winter 2024 shows.
Keoghan's brand ambassadorship seems like a longtime coming then. "I've been a fan of Burberry for many years now. It's such an iconic heritage brand with innovation at its heart, and a commitment to supporting arts and culture. I'm very excited to be a part of this next chapter," he says.
Trust the King of Mandopop to be a fitting ambassador for RIMOWA. Jay Chou confesses to be a longtime fan of RIMOWA: "As I travel around the world, my RIMOWA suitcases have been trusted companions that I share precious memories with. They've accompanied me not only in professional settings but during other travels too, as I delved into new realms to seek out new inspiration." If you're still in doubt about the authenticity of Chou's affinity for RIMOWA, one of his own was showcased as part of RIMOWA's 125th anniversary exhibition SEIT 1898 back in 2023.
Chou is now part of the latest instalment of RIMOWA's Never Still campaign. As an overarching narrative that defines travel not only as a means of personal advancement, but also a catalyst for inner transformation, Chou's campaign sees him relating travel to his musical endeavours and the boundless inspirations that being "never still" offers. "Melodies know no rules, stories unfold spontaneously," he says as he's captured navigating the streets of London (no doubt one of many cities the seasoned entertainer has travelled to) with a RIMOWA Original Cabin in Titanium.
Edited by Asri Jasman
