Denim blues, army greens and neutrals. That's probably the three words that I can describe after seeing the ad campaign by He by Mango for Spring/Summer 2010. And yes, outdoor - just to add to that as well coz this time the shoot is done with a desert theme in mind. It's more Mojave than a Kalahari - but still it oozes the mood of summer adventure.
What I love about the campaign is the raw masculine feel it trying to portray this time compared to the laid-back edgy look in the previous summer 09. Not because of the surrounding itself but the clothings and styling too. The denims which always being associated to 'rough' and 'tough', the neutrals from the khakis to the sand-colored top that diffuses to the ambience, the army green which is always scream 'adventure' and the accessories to complete the whole look. And mentioning accessories, boy, am i loving that motorbike? Isn't it have that bad boy Marlon Brando-esque feel to it? Awesome. Oh, can I ride a motorbike you ask? Yes, I can! But more of a kapcai than a Harley. :D
Yet, looking at their lookbook - it's not just about the 'raw masculine' I'm seeing. Lots of hues of greys for much more urban look, with collection for the officewear as well. And since nautical is another big trend for spring/summer, there's even a sweater with the anchor print on it. Nope, you can't do your Popeye, the Sailorman impression, if you ask. Ahaks! There's also camo going on too since there're some pieces like the parka and espadrille in the camouflage pattern.
My personal pick? The chambray shirt. It's a must-have in any man's wardrobe!
Overall, having tried some of the clothes myself in their store at Oxford St, I think this time the collection is much more wearable and better than the previous seasons. And I'm hoping Adam Lippes would do his SS10 collection for He by Mango again this time to inject that designer feel to it. :)
[pix from mangoshop]
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