This gritty photo set is part of an advertorial for H&M's Fall 2009 menswear collection that photographer Andreas SjÃ¶din shot for CafÃ© 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.
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Concept: Gritty Advertorials
Related: 81 examples / 62 photos
Segment: Neutral, 18-35
Comparison Set: 30 similar articles, including: cowboy scarves, bowties and denim, and dark water fashion.
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