It may be trite to say that fashion is cyclical but it is also, invariably, true. We’ve seen everything from 1980s athleisure to 90s grunge rise and fall, only to rise again. And now fatigue has grown around the prevailing trend for minimalism in men’s fashion – the individuality and expression of the 70s is once more capturing our imagination.
Following the hurrah of films like Once Upon a Time in Hollywood, Dolemite Is My Name and Rocketman, the menswear team at Next asked us to bring to life their 70s-inspired autumn/winter collection.
We wanted to channel the glamour and effortless cool of the era, so commissioned Swedish photographer Oskar Gyllenswärd, whose experience of playing with light to create “cinematic” moments perfectly complemented the narrative we wanted to achieve.
Stylist Lee Holmes curated a selection of sharp tailoring mixed with bold patterns from the collection. The location? A 70s house with retro yellow bathtub and disco room provided the timeless backdrop we desired, with model Jourdan Copeland adding a hefty dose of cool.
The fashion story of five looks with a retro twist ran in Times Magazine on February 1, and across Next’s own channels.