Egoist SS ’12/’13

This is PBJ, and I have things to say about Egoist’s SS ’12/’13 collection!

This week I was with my Egoist crew and Robin Smith in Morningside to shoot branding for Egoist’s upcoming Spring/Summer ’12/’13 collection, titled ‘Genetic Drift’. Outfit styling by PBJ [holla!] and I also took these pictures.

I had a few words with my boss and the head designer at Egoist, Natalya Levada. I commented on how the accessories, especially the scarfs, seem to be moving in an androgynous direction. Her reply:

“I have a feeling that girls will love the scarfs…guys too, of course. But some of these colours will definitely attract both…I’ve always wanted to do girls’ wear, maybe that is coming out a bit.”

Bright and pastel colours illuminate a menswear collection inspired by the best things of summer: ice pops, blue skies, summer fruits, and nature’s garden. As per usual for Egoist, the designs are classic cuts with an updated twist. ‘Genetic Drift’ as a collection marks an increasingly mature look that is still very fresh and playful.

This collection is, in my humble opinion, Egoist’s best yet! A few garments and shoes are not pictured because they’re too busy making appearances on Shortland Street and featuring in other photoshoots. Expect to see this collection in store and online in coming months, and find Egoist on Facebook and Twitter for weekly giveaways and regular updates!

Thanks for reading!


About prettyboyjim

Modus operandi of a new-age California guy: ♦ Student, blogger, film buff and fashionisto ♦ Rollin' in hella deep & headed to the mezzanine
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