Bold. Brazen. Ballsy. From cult labels to couturiers, there’s a rebellious new attitude to men's fashion. Defy conventions, disregard rules and do whatever the heck you want—and that’s just what you wear. Here, we tear it up in old London town (despite protests from the librarian to “get off the bloody building”) with a fashion story that puts a spin on a timeless style heuristic—they say: it's not what you wear, but how you wear it; we say, it's flexing your branded steez without giving a flying… Fendi.
Watch the video below for a flavour of fall's finest fashions.
Photography: Chuck Reyes
Editor-in-chief and styling: Norman Tan
Fashion assistants: Ievan Darwin and Ingrid Walker
Video: Aaron Nicholas
Groomer: Ebina Chie
Model: Adomas Gailiunas / Premier Model Management
Shot on location: 5 Carlos Place, Mayfair, London
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