An intimate and historical campaign was presented by mans for FW24

Jaime Alvarez has been one of the key figures of the fashion sphere in Madrid for the past years, since he launched his brand back in 2017. His take on menswear with a focus on exuberant tailoring, presents a new idea of what a man can be in a country like Spain. They, also, have been offering complete ready-to-wear collections with refined accessories that improve the looks and elevate them to a whole new dimension. Their latest collection presented in Mercedes-Benz Fashion Week Madrid mixed modern sophistication with timeless elegance, being inspired by the English countryside and the Dandy style.

Since the runway presentation for SS24, the brand has expanded its range of products, entering in the womenswear category, refusing to stay irrelevant to the Spanish society. The bridal moments that have closed this past two presentations, has been an absolute dream to watch in person. Also, in this last collection, the feminine figures of the final part of the show were referencing the kitsch aesthetics of the UK in the late 80s and early 90s, with a range of incredible dresses and compositions that were mesmerizing. 

For the campaign, they chose to go for an intimate shoot in a historical apartment in the capital of the country. Behind the lens, we could find Aitor Laspiur that helps the brand to capture an antique and nostalgic essence to create an image in accordance with the ethos of the collection. The styling of Lucia Bustillo enhances every garment, and the placement of every model and look with a fitting space in the house was something that is going to be hard to forget. As always, the brand is collaborating with upcoming Spanish photographers that are entering the fashion industry (like they did with Kito Muñoz back in the days), helping them to become relevant nationally and internationally. 

Words: @alraco43