Men’s – Neo Archetypes. Salvatore Ferragamo AW20

The only thing I disliked about Salvatore Ferragamo’s autumn-winter 2020 for men was the ‘millenials’ talk – isn’t using this marketing term slightly outdated? Still, Paul Andrew’s collection was really good. The peculiar way young guys address masculine archetypes was apparently revealing for him. “Millennials break down archetypal references, mixing them into new categories that defy categorization,” Andrew said. He identified six different alpha-male paradigms of masculinity: the businessman, sailor, surfer, race car driver, soldier and biker. These served as canvas to create new masculine style species, mixed together into a freeform hybrid. “Once upon a time, men identified more clearly with these categories,” said Andrew. “If a surfer wanted to go to Wall Street, he surely didn’t know what to wear. Today you might be easily wearing surfer-style pants with a tailored jacket.” Maybe that’s a bit of an exaggeration. Still, he has a point. If you sum up a sailor & businessman archetype, what do you get? Answer: A perfectly tailored peacoat in the finest herringbone Scottish tweed. If you’d like to add a bit of your inner 1980s California surfer to the mix, you’ll wear a matching pair of oversized shorts over the trousers of an impeccably tailored pinstriped suit, a three-piece extravaganza fit for a new breed of businessman & ocean man. Or else, the soldier & surfer combo could result in a daring twist on the camouflage pattern, inspired by a Hawaiian shirt and reworked in military colors. Probably, less words would work even better for this inventive line-up.

Collage by Edward Kanarecki.

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