H&M's Fall 2009 Menswear Has a Hard Edge in Cafe Magazine

By: Marissa Brassfield - Published:   Updated: Mar 24 2011 • References: & thefashionisto
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. Stats for Gritty Advertorials Trending: Older & Mild
Traction: 6,690 clicks in 296 w
Interest: 4 minutes
Concept: Gritty Advertorials
Related: 86 examples / 66 photos
Segment: Neutral, 18-35
Comparison Set: 31 similar articles, including: cowboy scarves, bowties and denim, and dark water fashion.