# Industrial Menswear Lookbooks The MEI KAWA Pre-Fall 2012 Collection Campaign Is Ready To Rumble By Romina S. Cortellucci | Published 2012-07-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mei-kawa-prefall-2012-collection References: [fuckingyoung.es](http://fuckingyoung.es/mei-kawa-pre-fall-2012-campaign/) & [meikawa](http://meikawa.com/) 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. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 74% | Activity: 64% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What's Driving This Trend - **Industrial Menswear:** Opportunity for brands to create edgy and unique clothing options for men that go beyond the traditional designs. - **Edgy Lookbooks:** Brands can showcase their collections in unconventional and gritty environments, adding a sense of rawness and character. - **Structured Comfort:** Designers can focus on creating clothing that offers both structure and comfort for everyday wear. ### Who This Affects Most - **Fashion:** Fashion brands can explore the industrial menswear trend and create unique collections for men. - **Photography:** Photographers can specialize in edgy lookbook shoots, offering their services to fashion brands. - **Design:** Designers can incorporate structured comfort into their clothing lines, appealing to customers who seek both style and functionality. ## Related on Trend Hunter - [Scrapbook-Inspired Fall Fashion](https://www.trendhunter.com/trends/creative-class-uniform.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Contemporary Fall-Centric Menswear](https://www.trendhunter.com/trends/latimmier.md) - [Seaside-Influenced Fall Menswear](https://www.trendhunter.com/trends/fort-2.md) - [Refined Vintage Militaristic Fashion](https://www.trendhunter.com/trends/studio-nicholson-fw25.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Fall Technical Fashion Capsules](https://www.trendhunter.com/trends/atom-collection.md) - [Refined Utility Tailoring](https://www.trendhunter.com/trends/apresse-2026.md) - [Fall-Centric Dynamic Fashion Capsules](https://www.trendhunter.com/trends/undercover-5.md)