It’s a much trumpeted fact that the menswear market is gaining ground on the fairer sex. But actions speak louder than stats. And there are few more thunderous voices in the world of British fashion than Harrods. Which is why the department store’s decision to dedicate the heart of Knightsbridge to all things menswear for a month is a statement more impressive than any spreadsheet.
Throughout October, the Harrods Man Cover to Cover campaign sees menswear take over the entire store, from the iconic Brompton Road window displays – normally home to all things fluttery and lace-draped – to the Luxury, Contemporary and Active departments. But that means rather more than just a load of mannequins trussed up in three-piece suits.
The likes of Burberry, Neil Barrett and DSquared2 have produced capsule collections exclusive to Harrods, while Fendi, Chrisopher Kane, 3.1 Phillip Lim and a host of other big-name brands have all contributed limited edition pieces.
There are also in-store events popping up all month, and the brand’s biannual menswear magazine – the creatively titled Harrods Man – is available with 12 individual covers, styled by a dozen brands, including Brioni, Zegna, Tom Ford and Prada. And all covered by, you guessed it, men.
Following the success of London Collections: Men, and the launch of New York’s first men’s fashion week, it’s yet more confirmation that the menswear boom shows no sign of slowing.
Exclusive pieces are available to buy now in store and online at Harrods.com.