Concept Innovation for Luxury Menswear

The fashion designer of men's collections is therefore the protagonist of the success of luxury brands.
To project collections for men's market requires a deep understanding of men’s buying behavior and its continuous evolution.
Nowadays, man is shown as intelligent, strategic, elegant and demanding, and so has changed the rules of the male market itself.
Modern man is comparable to a "brand " with a "brand value" social, cultural and economic, a strong and structured "know -how ", an aesthetic and functional "packaging". This " hyper-body" moves "in the market" in a lively and acumen way: indulging itself in a constant experimentation, with daring lightly but illuminated, leaving a solid base and original story of tradition.