In this totally unprecedented period, we are at a time of invention of new value models, conscious of societal and environmental issues. For SS 2022 men’s fashion oscillates between a return to well-made essentials with a level of responsibility equal to their level of aesthetic standards, and a strong creative freedom that is expressed in radical and committed attitudes.
For the release of our Men’s Fashion SS 22 trendbook, Isabelle Lartigue, Men’s Style Director, shares her vision to better understand the stakes of a changing market and give brands a desire for creative challenge.
Sandrine Maggiani: What is your vision of men’s fashion between now and 2022 and what were your choices to conceive the men’s fashion trendbook?
Isabelle Lartigue: Now that brands haven’t been in a position to produce and sell their 2020 summer season, we are entering an era of transformation and challenges for men’s fashion.
Between a return to premium essentials and a strong creative freedom, our approach has been to work ahead of the market by pushing the cursor far enough to assert this creativity in radical and responsible attitudes, while remaining pragmatic in our product focus.
SM : For brands, the challenge is to know how to renew their collections while being more responsible and representative, what would be your recommendations?
IL: Sustainability and diversity will become an unlimited resource of inspiration and innovative solutions in our daily lives. Because we are no longer looking for over-consumption, tomorrow’s men’s fashion must also mature, slow down, return to fair products, with adaptable wardrobes, designed to become timeless and allow a seamless transition from a urban environment to nature. And to bring “know-how” back to the heart of creation, but without nostalgia for the past.
Create clothes with a strong personality that represent more fluid and “ageless” masculinities, without trying to impose a universal image, but rather a vision of masculinity in all its diversity, while favouring authentic inclusivity far from any formatting.
SM: Which consumer archetypes have become more prominent since the crisis and what are their new needs?
IL: Among the Archestyles – profiles we have developed to anticipate the attitudes and changing desires of consumer – we are witnessing a need for generous essentialism and sincerity. These consumers are looking for products that are comforting and durable, including a notion of “loyalty”, and transmission.
Without unveiling anything from the SS 22 trendbook, I am thinking of one of our Archestyles who is representative and very influential on these changes: the “Home Commuter”. A visionary on new uses and flexibility, well-being and augmented emotions, he adapts to these new connections to time, space, work and digital, from his home! In fashion, he will privilege comfort and modular functionality in jersey knitwear, homewear, or opt for a silhouette between chic pyjamas and athleisure beach.
SM : In brief, what changes will brands have to adapt in order to evolve in a men’s market that is still uncertain ?
IL: Continue to innovate and integrate sustainable development: upcycling, regenerating existing products such as dead stocks, and valuing the second-hand. Reduce the number of collections in favour of seasonless capsules. Do not impose a dress code, but rather a modular wardrobe proposal that will remain desirable for a long time.
Discover all the creative scenarios and Archestyles in our new SS22 Environments & Design Trendbook. Contact usto discover all our latest trendbooks.