The CHEF Spring/Summer 2014 collection is showcased in an edgy advertorial that references Eastern and Western cultural inspirations. The UK based brand fuses Ying Yang motifs with American flag symbolism for a meeting of cultures.
Monochromatic fabric pairings are accented with bright red hues in a lookbook that highlights minimalist design details and athletic undertones. Entitled 'REDemption' the CHEF Spring/Summer 2014 collection aims to create new subcultures. The edgy menswear line is the label's modern translation of warrior-themed traditions and is a nod to the style aesthetic of Ancient Japanese cultures.
The result of the brand's many inspirations is a cool and sporty collection of menswear pieces that defy tradition. Classic sportswear is remixed with a martial arts theme that is understated and far from literal.
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Concept: CHEF Spring/Summer 2014
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Segment: Males, 18-55
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