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.

Rick Owens JACKET - Click To Buy Our Legacy SAILOR PANTS DRAB FINE SATIN - Click To Buy Our Legacy UNIFORM SHIRT DRAB LIGHT DRILL - Click To Buy Valentino Leather Derby Shoes - Click To Buy Raf Simons Oversized Knitted Polo Shirt - Click To Buy Aspinal 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.

Our Legacy COACH BLOUSON LIGHT PRINCE OF WALES - Click To Buy Our Legacy TECH BLOUSON NAVY NYLON - Click To Buy Maison Margiela Reversible Hooded Jacket - Click To Buy Julien David Silk Nylon Short Sleeve Shirt - Click To Buy Maison Margiela Runway Tracksuit Trousers - Click To Buy Maison 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.

Raf Simons Coat With Buckle Closure - Click To Buy Raf Simons Oversized White Shirt - Click To Buy Raf Simons Subtle-Flare Wool Trousers - Click To Buy Maison Margiela Bi-Colour Brogues - Click To Buy Marni Leather Lace-Up Shoes - Click To Buy Valentino 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.

Valentino Wool And Silk Mix Suit - Click To Buy Valentino Regular Fit Wool Suit - Click To Buy Christopher Raeburn Taped Mesh Bomber - Click To Buy Christopher Raeburn Tyvek Windcheater - Click To Buy Paul Smith Slim-Fit Block-Stripe Polo Shirt - Click To Buy Valentino 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”.

Maison Margiela Fox-Print Silk-Blend Shirt - Click To Buy Valentino Cotton Twill Jacket - Click To Buy Maison Margiela Button-Down Trench Coat - Click To Buy Bruta Bosana shirt - Click To Buy Valentino Black Wool Trousers With Belt - Click To Buy Paul 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.