For its Spring/Summer 2013 menswear collection, British fashion brand Reiss has devised a timed diffusion of different ranges to establish evolving narratives. This strategy, followed by other multinational sartorial brands (such as Zara and H&M) will allow for diverse pieces and trends to trickle through and become available to consumers throughout the season.
Overall, the different collections are influenced by classical silhouettes construed throughout the twentieth century in literary manifestations of masculinity adapted to the cinema (such as The Great Gatsby, Brideshead Revisited and The Talented Mr. Ripley), in the sartorial tastes of men such as the Duke of Windsor and Gianni Agnelli, and in the exclusive atmospheres of locations such as the French Riviera or the Hamptons.
The silhouettes chosen for the collection are overall relaxed (although balanced with tailored trousers and shorts), and colours and patterns include chalky and earthy tones, pastels and watercolour colours mixed with bold oranges and neon flashes and geometric and botanical prints, whereas fabrics focus mainly on cotton (for suits or separate jackets and trousers) and linen for shirts and jackets.
Photographs courtesy of Reiss