Milan Fashion Week Men’s SS 2020: Stories of Sustainability and Difference

By Jonathan Daniel Pryce for Milan Fashion Week / Vogue

By Jonathan Daniel Pryce for Milan Fashion Week / Vogue

A surrealist, rebellious look at the relationship of masculinity and nature stood out as a major theme in Milan Fashion Week Men’s Spring/Summer 2020. The thread of environmentalism running through several designer’s collections, bound together by an inherent desire to revolutionise traditional menswear. 

Marni brought sustainability to the forefront with recycled hats, decorative plastic bottles. Stella McCartney’s Force for Nature collection saw models carrying protest placards, all exhibiting quotes by environmentalist Jonathan Safran Foer. Ermenegildo Zegna exemplified innovation in fabric production with a suit made entirely from discarded wool, upholding the brand’s commitment to eco-friendly practices. Our team was ecstatic to see so many brands embodying the transition towards sustainability we need, setting a wonderful example for others in the industry.

Each little step is a change. […] It’s about transforming what we have.
— Francesco Risso, Marni 
Stella McCartney’s Force for Nature

Stella McCartney’s Force for Nature

Stella McCartney’s Force for Nature

Stella McCartney’s Force for Nature

Marni SS 2020 /  Photography – Jason Lloyd-Evans

Marni SS 2020 / Photography – Jason Lloyd-Evans

This year’s Men’s Fashion Week also captured our imaginations, with many strong narratives coming through in collections. Here are three of our Casper & Casper favourites.

1 – Etro 

The nomadic style of Etro’s Desert Saga exhibits an earthy, post-apocalyptic atmosphere that nevertheless privileges comfort. Loose-fitting ponchos, trousers, and kaftan hoodies evoke movement in a collection that symbolises a journey, seamlessly intertwining cross-cultural garments for the discovery of ‘a new version of reality’. A palette of tans, reds, and yellows, paraded to the tune of ‘A Horse with No Name’ spoke to the overall theme of spiritual wandering. Leather sandals kicked up powdered dye to complete the desert vibe, transporting models from the runway to a distant wasteland.

Etro’s partnership with Star Wars juxtaposed this apparent distance from contemporary life, with the appearance of 1970s designs of logos and characters from the franchise comprising an interesting take on retrofuturism. The overall post-apocalyptic desert theme represented a future grounded in traditionalism, with patterns drawn from cultures all over the globe. The use of decades-old pop-culture icons both returns the collection to a not-quite present-day, while also evoking a less traditional futurism by virtue of the franchise depicted. In Etro’s Desert Saga we see past and future united, an immersive journey with no apparent destination.

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Copyright © of Casper & Casper 4.07.2019

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