Thursday 17 July 2014


Cape Town based Brazilian designer Luiz deLaja teamed up with a small army of creatives to document his season's military-inspired collection for the M4S brand: the “LUXE WAR” campaign. Charli JVR, in his art directorial debut, collaborated with photographers Cathrin Schulz and Shezan Waggie to create an interplay of war and fashion. Through merging a documentary feel with the sophistication of fashion editorial, the result is a gritty, sexy space where fashion and sex intersect.

Shot at Salt River Film Studio, the campaign features the fresh face of Jason McArthur, medical student by day, who embodies and underscores tensions of heterosexual masculinity by contrasting it with elusive feminine undertones that emphasise clingy tights, shorts and kilts. 'LUXE WAR is an experiment in subversion,' explains art director Charli JVR. 'We wanted the whole campaign to embrace masculine conflict and, through this collection of wearable garments, transform it by infusing it with the fresh, edginess of fashion.' The combination of current and historic war elements accentuates the collection's subtle embellishments and unique combinations of textures, textiles and svelte detail. LUXE WAR showcases the M4S philosophy and its regal, stylish edge that takes basic men’s wear pieces, but updates and enhances it to create stylish versatility. The M4S men's collections can easily flow from sporty street wear layered for daily elegance, to formal-casual with fitted trousers and embellished, rich cotton T-shirts, finished with immaculately designed trench coats.

The Ministry 4 Style store is located in De Waterkant, the gay heart of Cape Town, and sports a rich collection of luxury garments ranging from casual T-shirts and sexy shorts, to formal wear with impeccable and unique designs, and particular attention to detail. The newest collection, LUXE WAR, is a perfect extension of this dedication to creating groundbreaking pieces of luxury men's wear, and many collector's items. LUXE WAR will be available in store August 2014.

Art Director: Charli JvR
Photographer: Cathrin Schulz. Shezan Waggie
Model: Jason McArthur
Makeup & Styling: Charli JvR
Film: David van Rensburg

From The Desk Of :  Charl Jansen van rensburg | Publicist |

No comments:

Post a Comment