Always one with a flair for the dramatic, British designer Alexander McQueen collaborated with famed photographer David Sims on a rather spooky fashion film to promote his Men’s Spring-Summer 2010 collection.
McQueen and Sims’ vision of spring is a man running across a deserted haunted mansion clad in his underwear. A violent man having a fit of rage in a muddy basement. And a scared man crouching in a chair.
Implications - Men on the modern market are paying more attention to their looks. Products that allow for greater experimentation of male ensembles are appealing to those who want to stray away from the super masculine aesthetic.