This is what I’m talking about. Barneys is a fairly mainstream, high-end American department store, with products (including denim) appealing to a pretty large group of people, but check out their new F/W Denim Mailer. Do they book big, commercial beefcakes to advertise their jeans? No, they’ve used Ash Stymest and Cole Mohr, two of the skinniest, edgiest male models in the world right now. Why? First of all, skinny guys look better in clothes. Second, the era of the beefcake died somewhere around 1999.
So why are commercial New Zealand companies (I’m looking at you Hallensteins, Barkers and Farmers) so afraid to try something new and show off their menswear on some younger, cooler, edgier guys? You can’t tell me that New Zealand men only want to look at rugby player-type guys because I won’t believe you. Look at ads on NZ TV. They’ve been introducing skinny young guys (in the form of skaters, emos or indie-looking dudes) since 2006. New Zealanders aren’t THAT behind on international clothing trends, but our commercial menswear fashion retailers are when it comes to models. It kills me.
When will they move on?
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