When Hadley Freeman, wordsmith at the end of the 'Ask Hadley' series on the Guardian, described the recent comeback of the 90s in fashion as an 'apocalypse', I was expecting to me met with exactly this. I was ready to be put in my place about the 90s hype that has been taking back over our wardrobes. Nope.
Throughout our creative process (which was also supported by Philips, Samsung and Snow Queen Vodka), we've always made the conscious decision to partner with rebels and pioneers; for example every model cast was (and will always be) chosen on account of their personality, creative attributes and character - as opposed to solely their appearance.
By 15 June 2013, as London Collections: Men kicked off an intense calendar of runway shows and presentations of menswear collections for Spring/Summer 2014, fashion journalists and buyers from all over the world had arrived in the British capital with invigorated expectations about its sartorial talent.
A graduate of London College of Fashion (LCF), Matteo Mollinari showed his Spring/Summer 2013 menswear and accessories range as part of LCFM, an initiative that brought together LCF menswear alumni Molinari, Domingo Rodriguez and Asger Juel Larsen to show their collections to an attentive audience that gathered on a runway at the Royal Society of Arts on 15 June 2012.
It's particularly interesting to note that it's younger men who are really embracing luxury fashion over older generations. Although they currently make up as small segment of the overall spend, Gen Y presents an interesting opportunity for the luxury fashion designers and houses, both in London and across the world.