The NK SS 2012 editorial is dapper and competitive. The series features international models, exhibiting international fashions for the spot of Mr. World. The pageant theme is juxtaposed with the highly masculine attire. The line editorial features leather jackets, blazers and hoodies. Outfitted by stylist Naomi Itkes, the ensembles are sartorially centered and driven by laid back structure. Each look is effortlessly cool and suave.
The shoot was lensed by photographer Marcus Ohlsson for Sweedish retailer NK. NK was founded in 1902 by Josef Sachs. The company aims to be the finest merchandiser in the world, fit under one roof. The department store is based in the Swedish capital, in a six-level house with over one hundred departments. The company is internationally conscious and boasts luxurious service at its best.
The NK SS 2012 lookbook is sartorial and masculine.
What's Driving This Trend
- Male Fashion Pageantry
- There is an opportunity to disrupt the traditional male fashion industry by blending pageantry with masculinity to appeal to a wider market.
- Effortlessly Cool Fashion
- There is an opportunity to disrupt the traditional high-end fashion industry by shifting the focus to more laid back, casual clothing that exudes confidence and coolness.
- International Men's Fashion
- There is an opportunity to disrupt the traditional men's fashion industry by providing a global, multicultural perspective on fashion that incorporates a wide variety of styles and influences from different regions of the world.
Who This Affects Most
- Men's Fashion
- The traditional men's fashion industry can incorporate pageantry, casual fashion, and international styles to stay relevant and appeal to a wider audience.
- Department Stores
- Department stores can adopt a more international and multicultural perspective on fashion, offering a wider variety of styles and influences from around the world to keep up with changing trends and appeal to a wider range of customers.
- Fashion Photography
- Fashion photographers can work to capture the cool, confident vibe of these laid-back, sartorially-centered ensembles to showcase how fashion can make a man look effortless and confident.
