Saying that men hate shopping is a sweeping statement about as accurate as saying all women hate football (spoiler: they don’t). However, despite this commonly misused cliché, guys often do want a quick and seamless process for stocking up their wardrobes. That’s where comes in.

Launched in 2016, the luxury e-commerce platform sits within the Condé Nast media company that owns the likes of GQ and Vogue. The site offers wares from more than 100 brands, ranging from leading players like Paul Smith and Common Projects to emerging names such as Stockholm-based watch brand South Lane and British Fashion Council Award-winner Zoë Jordan.

To celebrate the best new-season pieces from these exciting designers (and help men pull off a fuss-free transition into SS17), has partnered with British GQ to create an entirely shoppable fashion story.

Appearing in the May edition GQ as well as online, the edit features products from brands including Valentino, Raf Simons, Our Legacy and Christopher Raeburn, which can be instantly bought through’s integrated shopping layer.

To accompany the five-page shoot – styled by Vogue’s fashion editor Kate Phelan and photographed by Craig McDean, who has worked with the likes of Giorgio Armani, Saint Laurent and Calvin Klein – has also created a series of videos to highlight the key styling moves this season.

Gentlemen, grab your wallets.

Uniform Tones

Second only to sport, the military world has had the most substantial (and long-lasting) impact on menswear. The Uniform Tones trend combines the best battlefield influences while adding in elements of classic Americana.

Loose-fit, pleat-front trousers by Our Legacy have been paired with the contemporary Swedish brand’s short-sleeved uniform shirt, which features two large patch pockets. Finishing off the tonal outfit is a boxy-cut jacket by Rick Owens and sleek leather Derbies from Valentino. The result is one that’s sure to bring the style barracks to attention.

The Edit - Uniform Tones x GQ SS17 Shoot - Uniform Tones Trend

Rick Owens JACKET - Click To BuyOur Legacy SAILOR PANTS DRAB FINE SATIN - Click To BuyOur Legacy UNIFORM SHIRT DRAB LIGHT DRILL - Click To BuyValentino Leather Derby Shoes - Click To BuyRaf Simons Oversized Knitted Polo Shirt - Click To BuyAspinal Of London Men's Reversible Leather Belt - Click To Buy

Laid-Back Layers

Dressing down every now and then, especially after spending the 9-5 in a suit, is essential to recharging before starting the grind again. The easiest way to do this without letting style standards slip is to rely on laid-back layers.

For a very stylish case in point, has used a short-sleeved shirt by Tokyo-based designer Julien David as a base on which to add a blouson by Our Legacy and a reversible hooded jacket by Maison Margiela, with these smarter pieces balanced by Margiela’s sporty joggers and retro running sneakers below.

The Edit - Laid-Back Layers Trend Products

Our Legacy COACH BLOUSON LIGHT PRINCE OF WALES - Click To BuyOur Legacy TECH BLOUSON NAVY NYLON - Click To BuyMaison Margiela Reversible Hooded Jacket - Click To BuyJulien David Silk Nylon Short Sleeve Shirt - Click To BuyMaison Margiela Runway Tracksuit Trousers - Click To BuyMaison Margiela Replica Low-Top Sneakers - Click To Buy

Proportion Play

In recent years, menswear has been getting bigger (in more than one way). Words like ‘oversized’ and ‘relaxed’ have become increasingly common when talking about everything from jeans to suits.

The Proportion Play trend continues this theme, putting to work Raf Simons’ oversized white shirt, printed with the work of photographer Robert Mapplethorpe, alongside the designer’s subtle-flare wool trousers; both of which are contrasted with his slim-fit buckle detail coat and equally sleek brogues by Maison Margiela for a high-low contrast.

The Edit - Proportion Play

The Edit - Proportion Play Trend Products

Raf Simons Coat With Buckle Closure - Click To BuyRaf Simons Oversized White Shirt - Click To BuyRaf Simons Subtle-Flare Wool Trousers - Click To BuyMaison Margiela Bi-Colour Brogues - Click To BuyMarni Leather Lace-Up Shoes - Click To BuyValentino Leather Backpack - Click To Buy

Modern Sport

A good suit is more often than not the most expensive investment in a man’s wardrobe. Therefore, it makes sense to look for ways to get more out of it by turning to new styling techniques.

Merging sportswear with formalwear has been one of menswear’s strongest moves in the playbook for several seasons, typified here by artfully layering a tennis-inspired polo shirt by Paul Smith and a track-essential windcheater by Christopher Raeburn underneath an expertly crafted wool-and-silk blend two-piece by Valentino.

The Edit - Modern Sport Trend Products

Valentino Wool And Silk Mix Suit - Click To BuyValentino Regular Fit Wool Suit - Click To BuyChristopher Raeburn Taped Mesh Bomber - Click To BuyChristopher Raeburn Tyvek Windcheater - Click To BuyPaul Smith Slim-Fit Block-Stripe Polo Shirt - Click To BuyValentino Canvas High-Top Sneakers - Click To Buy

Print Works

Italians have long been still considered some the best-dressed men in the world. So much so that their knack for studied carelessness has its own name: sprezzatura.

To add a touch of Italian swagger to any look, recommends subbing in a bold print shirt, like this one from Maison Margiela. Worn with slim trousers by Valentino and under the iconic Italian label’s cropped take on the trench, it’s enough to take any look “from simple to Sopranos”.

The Edit - Print Works

The Edit - Print Works Trend Products

Maison Margiela Fox-Print Silk-Blend Shirt - Click To BuyValentino Cotton Twill Jacket - Click To BuyMaison Margiela Button-Down Trench Coat - Click To BuyBruta Bosana shirt - Click To BuyValentino Black Wool Trousers With Belt - Click To BuyPaul Smith Black Buffalino Leather Jesse Shoes - Click To Buy

Shop the full GQ edit online at

The May 2017 issue of GQ is on sale now.