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Did Travis Scott and Virgil Help Menswear Find A New Normal? Rounding up Mens Fashion Week S/S 22

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Fashion was turned upside down by the COVID-19 pandemic, and the June menswear shows saw a limited return to travel and in-person shows as designers envisioned a new normal through fashion, tasked with re-establishing brand values and aesthetic identities. Rounding up the key shows in Milan and Paris, features editor Hetty Mahlich and fashion critic M-C Hill review the S/S 22 menswear season.

As digital connections deepened and optimism triumphed, Fendi’s rooftop escapade and Walter van Beirendonck’s neon rave saw good times on the horizon. Rick Owens was unusually reserved, opting for introspection in the face of the so-called revival of the Roaring Twenties, whilst Prada lacked the bite audiences were dreaming of.

Elsewhere, Matthew Williams and Samuel Ross found the sweet spot between fashion and product at their respective brands 1017 ALYX 9SM and A-COLD-WALL*, whilst Kim Jones and Travis Scott put hype first at Dior Men’s. Virgil Abloh’s Louis Vuitton man has never felt so self-assured, whilst as Burberry’s Riccardo Tisci lost sight of the British heritage brand’s identity. GmbH turned appropriation on it’s head, imagining ‘whiteness’ on the runway through a queering of early 2000s fashion, and Glenn Martens had his most triumphant season yet as he opened a new chapter at Diesel, tapping into what people really want to wear today.

Explore the key moments from the season alongside in-depth fashion analysis on SHOWstudio.com

Established in November 2000, SHOWstudio is an award-winning fashion website, founded and directed by Nick Knight, that has defined the manner in which fashion is presented via the Internet. A pioneer of fashion film and live fashion broadcasting, SHOWstudio is now recognised as the leading force behind these mediums, offering a unique platform to nurture and encourage fashion to engage with moving image in the digital age. In its documentation of fashion and the arts, SHOWstudio has collaborated with pop culture icons and creatives including Tracey Emin, Lady Gaga, John Galliano, Kate Moss, Alexander McQueen, Charles Jeffrey, Gareth Pugh and many more.

Visit SHOWstudio: http://showstudio.com/
Explore our channel: https://www.youtube.com/user/SHOWstudio

Instagram: https://www.instagram.com/showstudio/
Twitter: https://twitter.com/SHOWstudio
Facebook: https://www.facebook.com/SHOWstudio/

Shop our selection of art and books: https://shop.showstudio.com/

Reporter: Hetty Mahlich
Reporter: M-C Hill
Film Edit: Rei Nadal
Title Design: Zachary Mayne

#FashionWeek #VirgilAbloh #TravisScott

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