In recent years (much to my liking) menswear has become inadvertently more casual and it’s the brands who have, either helped shape this, or recognised it, and convey it through their marketing collateral that will stand the test of time.
Case in point is Drake’s and their Spring Summer 2018 lookbook is an execution to be admired, both a showcase and a story. Casual in the presentation of the product and playful via the publication of imagery, the new lookbook examines the tenets of classic American style, recasting them in a distinctly European context.
“Mid-century Ivy favourites such as Madras and seersucker meet the insouciant flair of Italian tailoring, offering suits and jackets cut in our soft house style. With an irreverent disregard for the distinctions between formal and casual, the collection suggests pairings of jaunty terry cloth polos with refined sport coats; rugged linen overshirts with elegantly tailored trousers.
Landscape shots of the environs of Charleston, South Carolina, provide a suburban mise-en-scène – an idealised look at America through an inquisitive, European lens: a photographic representation of our Spring/Summer collection.”
Superbly described and wonderfully executed. To view Drake’s SS18 lookbook in all of its glory head to their website.