Jaime Alvarez, an IED Madrid graduate, started in 2017 his own line trying to create a middle point in the menswear market, between the creative genius and the most minimal people. His clothing are fruit of the wanting to redefine masculinity and a new concept of tailoring, one that still influenced by the past but is always looking forward. He won over his short career in fashion the 080 Barcelona Prize for New Talents and the Who’s On Next 2020 by Vogue España.
During his year at university he understand that the quality and the finishes of the garments are what makes a successful brand, so with that premise he started his own line. He focus in getting textile from the tailoring world to fusing it with streetwear elements, but also he relies in new fabrics that he found in one of his trips to Asia. Furthermore, he is working on campaigns with each collection in which he travels and tell unique stories inspired by movies that touch him or inspired by the collection itself.
The Mans Concept Menswear SS23 was a show about the origins of the creative director of the brand and was presented at the Vallalís Palace (Madrid). This set is beautiful and enchanted in a way that gives raise to create a collection that lives between the past and the present creating a middle ground in time of inspiration. The idea of redefining men is still one the recurrent theme for the brand and here is presenting a new men that is risky in his choice of color scheme.
Looks were created to go out but without the necessity of going into some exclusive place or something. Going from formal to casual with this collection is just simple and easy, staples pieces that you can combine with other in your current wardrobe. But also there are a lot of statement garments to pump looks that you already wear. The equestrian look is very present is this collection, because in the childhood of the designer he ride a horse but also because cowgirls are trending, so why not giving the opportunity of joining to the masculine fashion community. Times are changing and men are also, so be ready for more of it with this Spanish brand.