Cuming launched his eponymous label in 2019 with an atypical men’s fashion proposal that shuns tradition – both in tailoring and in thought – in favor of a practice based on observation and exploration of the sensory.
The emerging designer experiments with tailoring, languid silhouette and the bold use of color underpinned by the desire to capture in a physical form the ephemeral: those fleeting moments or sensations that at first may seem insubstantial, but when analyzed further reveal moments of quiet transcendence amidst the banal. A narrative he continues to write now from his proposal for SS24 shot inside an abandoned house, in which he follows a young couple tracing those novel experiences
The lookbook, captured by Spanish photographer Cristina Stolhe, follows that story, in both wide shots and detail, through sequences that reveal those life-transforming moments that constantly appear and disappear.
The collection embraces ‘common imperfections‘ with vibrant styling dominated by Y2K effect motifs from pinstripe tailored suits, low-waisted jeans, knitted sets with red ruffle trims or satin shirts. M65 hybrid jackets bring the utilitarian essence to the range, combined with slashed skirts and flowing floral ensembles.
Within the men’s line, blazers and shorts with teal piping become the perfect school uniform, coexisting in the same imaginary with flared jeans combined with denim skirts and string embellishments. Knitwear just added an extra sparkle to the collection.
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