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
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