How Sound Branding Changed Fashion

If you were just getting into menswear ten years ago, you likely updated your wardrobe in one of two directions. The first was the sort of skinny lapeled, Mod-inspired tailoring that prevailed after Mad Men debuted in 2007; the second was a sleek and colorful “metrosexual” style that was represented through Queer Eye for the Straight Guy. Those two looks dominated the editorial pages of GQ and Esquire, who showed the before-and-after transformations of men who learned how to buy slimmer clothing – and get things made slimmer still through a local alterations tailor.
Today, those transformations are running in the opposite direction. Silhouettes are filling out and dressing like a dad is coming back in. High-fashion boutiques now stock the kind of “sensible” clothes your father likely buys from Kohl’s: relaxed-fit jeans; vacation shirts; schlubby tennis shoes; tactical fanny packs; and pastel-colored, washed-cotton caps (“they’re soft, shapeless, and familiar – just like dad,” writes Pete Anderson at Put This On). Mr. Porter even stocks the most fatherly of leg coverings this season: zip-off cargo pants that convert into cargo shorts, giving value-minded fathers a two-for-one (which is good since Mr. Porter’s version is a mind-boggling $1,000).
You can chalk some of this up to the fashion cycle. Once a look becomes popular, first adopters move on, thus swinging the pendulum in the other direction (fuller silhouettes give way to skinny silhouettes until the second collapses and fuller styles prevail again). The other is about the rising influence of Demna Gvasalia, the Georgian designer who led the design team at Maison Margiela before becoming the creative head at Balenciaga and his own label Vetements. When he showed his spring collection last year at the verdant Bois de Boulogne park in Paris, he sent models down the runway in “oversized color-striped windbreakers, pale jeans similar to those that made Barack Obama dad-in-chief, and bloated running shoes in the style of podiatrist-approved Asics.” Male models even carried children, the most literal interpretation of the trend. Dad style today is so au courant, Democratic Vice Presidential nominee Tim Kaine even tweeted about it.
Keep reading