This gritty photo set is part of an advertorial for H&M's Fall 2009 menswear collection that photographer Andreas Sjödin shot for Café Magazine.
With a bold mix of textures, layers and colors, H&M's Fall 2009 menswear is edgy and filled with attitude--a welcome change from the more effeminate menswear collections we've seen strutting down Fall 2009 runways.
Implications - The male fashion consumer who desires a messier, unmade aesthetic will find that these dirty, gritty and distressed styles work effectively to channel his inner rebel. Just coming out a recession, many consumers are hesitant to don the restrictive slick suits and polished pieces of past seasons; they want rebellious pieces that will illustrate their current anarchistic mindsets.
What's Driving This Trend
- Gritty Menswear
- Opportunity for fashion brands to cater to male consumers looking for edgy and rebellious styles.
- Mix of Textures
- Opportunity for textile and fabric industries to develop innovative materials for creating layered and textured clothing.
- Unmade Aesthetic
- Opportunity for beauty and grooming businesses to create products that enhance a messy and effortless look.
Who This Affects Most
- Fashion
- The fashion industry can tap into the demand for gritty and rebellious menswear styles.
- Textile
- The textile industry can innovate by exploring new materials and techniques to create textured fabrics.
- Beauty & Grooming
- Beauty and grooming businesses can develop products that help achieve an unmade aesthetic.
