The MEI KAWA Pre-Fall 2012 Collection takes an edgy industrial approach for its lookbook. The Hungarian fashion brand MEI KAWA was created by the Budapest-based designer Emese Kasza, who named the brand after a play of words meaning "don't cry for me any longer" in Singaporean Mandarin. Each piece of clothing is described on the MEI KAWA site as, "focusing on the man, who wants to live beyond the crowd claiming for being somewhat different, unique in his appearance, to dress from a well-distinguished and stylish selection of wardrobe instead of serving the garment trade."
In the latest lookbook for the 'Rumble' collection, photographer Péter Hencz and creative director Angie Pálmai capture model Tamás Keresztes in a gritty industrial landscape. This environment illuminates how the structured yet comfortable clothing is perfect for everyday functioning.