This gritty photo set is part of an advertorial for H&M's Fall 2009 menswear collection that photographer Andreas Sjödin shot for Café Magazine.
With a bold mix of textures, layers and colors, H&M's Fall 2009 menswear is edgy and filled with attitude--a welcome change from the more effeminate menswear collections we've seen strutting down Fall 2009 runways.
Implications - The male fashion consumer who desires a messier, unmade aesthetic will find that these dirty, gritty and distressed styles work effectively to channel his inner rebel. Just coming out a recession, many consumers are hesitant to don the restrictive slick suits and polished pieces of past seasons; they want rebellious pieces that will illustrate their current anarchistic mindsets.
Gritty Advertorials
H&M's Fall 2009 Menswear Has a Hard Edge in Cafe Magazine
Trend Themes
1. Gritty Menswear - Opportunity for fashion brands to cater to male consumers looking for edgy and rebellious styles.
2. Mix of Textures - Opportunity for textile and fabric industries to develop innovative materials for creating layered and textured clothing.
3. Unmade Aesthetic - Opportunity for beauty and grooming businesses to create products that enhance a messy and effortless look.
Industry Implications
1. Fashion - The fashion industry can tap into the demand for gritty and rebellious menswear styles.
2. Textile - The textile industry can innovate by exploring new materials and techniques to create textured fabrics.
3. Beauty & Grooming - Beauty and grooming businesses can develop products that help achieve an unmade aesthetic.