Paris: Men are the New Women

PARIS, France – “Men are the new women,” or so went the refrain of the fashion pack who have travelled from London to Florence to Milan to Paris over the last three weeks, taking in the menswear collections for Spring/Summer 2013.

Indeed, according to a recent report by Bain & Company, a consulting firm, the luxury menswear market is growing at almost 14 percent per year, outpacing growth in womenswear by almost double. And, as male consumers begin to take to style and fashion with the same fervour as their female counterparts, menswear is a growing priority for luxury and fashion brands.

For the first time, London staged its own series of men’s shows, trumpeting the heritage of Savile Row’s bespoke tailors and the creative energy of East London, over three days that began with an unforgettable launch event at St James’ Palace, hosted by the Prince of Wales himself. In Milan, the Italian luxury menswear brand Brioni showed its first collection since being acquired by PPR, the global luxury group, in November of last year. And in Paris, rival luxury group LVMH pulled out all the stops for a striking tableaux vivant presentation and dinner, held in the Jardin du Palais Royal, for Berluti, a brand that is making a big push into ready-to-wear from its bespoke shoes roots.

So what’s driving all this momentum in menswear? The experts I spoke to along the fashion trail this season boiled it down to three factors: colour and print, the return of sharp suiting and the influence and convenience of the internet.

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posted by Arden

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