Style, Editor's Pick

Season Starters — The Best Menswear Fashion Campaigns of Spring/Summer ’20

 

You might have already seen these campaigns in our February issue,  a 132-page book dedicated to what we think constitute modern love. While they’re categorised as Spring/Summer ’20 ones but might feature heavier pieces like coats and boots, that doesn’t mean you should be turning your eyes on the images shot by the world’s most talented photographers. Here, a round-up of the best ones to encourage you to dress a little spiffier, try on something out-of-the-box, or live a little larger. That our friend, is true fashion freedom.

Pictured Above: Balenciaga
Real life couples in Paris (where else than the maison’s home base right?) star in Balenciaga’s latest campaign that is lensed by Greg Finck. Do they make us bitter? Sort of. Do they make us want a tourist store-esque hoodie for the season? Yup.


Bottega Veneta

Creative director Daniel Lee’s vision of an eternal summer comes to life through the lens of Tyronne Lebon — a luxurious yacht, fireworks at night and graitituous nudity!


Burberry
Ricardo Tisci’s motley bunch of grump prep-school-esque boys all don the house’s new signature: the Lola bag.


Coach

What is as handsome and all-American as Michael B. Jordan? His Coach Pacer Backpack, a new addition to the house.


Dior Men

The past (Monsieur Dior’s OG penchant for tailoring), present (Creative director Kim Jone’s knack for the trendy), and future (anything Steven Meisel shoots) play their parts in Dior Men’s Spring/Summer ’20 campaign.


Dolce&Gabbana

The slice of Dolce&Gabbana’s sprezzatura life is now achievable only if you can dance happily on the streets with a costumed band.


Ermenegildo Zegna

 

The ongoing #WhatMakesAMan campaign featuring Mahershala Ali continues asking the modern question of what it means to make a man today.


Fendi

Lensed by Luca Guadagnino, Fendi’s campaign is an eternal Italian summer sans peaches, emotional meltdowns, or unrequited love.


Givenchy

Besides the fact that Clare Waight Keller has nabbed Marc Jacobs to front the campaign, the video between Charlotte rampling and him is a treat. Call it the Meisner technique — they react to their environments and each other.


Gucci

According to Creative director Alessandro Michele and photographer Yorgos Lanthimos, taking your horse for a stroll in Los Angeles isn’t that absurd. Well, only if you’re wearing a satin shirt and 1970s disco jeans.


Louis Vuitton

Virgil Abloh’s vision for Spring Summer ’20 revolves around the Big D — Diversity, Desirable bags and Dude-you’re-gonna-want-your-next-holiday-to-be-in-Morocco.


Prada

A small invert to Prada’s logo was open to interpretation to crooner, Frank Ocean. According to him, it means Programming Rhythms and Dancing Again. How befitting of the Blonde artist.


Saint Laurent

Rami Malek in shiny sequin trousers. What else do you want us to say?


Tommy Hilfiger

Despite lending his face to the campaign, Mr Hamilton’s sustainability practices have influenced the brand too — 75% of the apparels will feature sustainable elements, including 100% organic cotton, recycled textiles and lower impact washes.