Agi & Sam’s SS17 collection explores social ideas of masculinity, contesting the dynamic of traditional and expected norms of the modern man. Posing the question of who and what is the modern man, Agi & Sam’s cleverly thought-out menswear label this season also goes as far as to ask what and who is the modern woman?
Taking inspiration close from home, Sam’s father was a farmer and house-husband while his mother held down a job in the city. Here, the typical household dynamic was flipped and as a result prompted an investigation into the norms of masculinity in a world growingly subversive to gender role conventions.
The result was a collection concerned with not reversing typical male/female structures with strong contrasts, but rather a collection that plays on subtle hints with flowers stuck to the sides of model’s faces, male looks in quiet green florals and gloves, while women looks included checks in masculine palettes yet still adhering to traditional womenswear conventions in long skirts and dresses.
Also inspired by Norwegian artist Nikolai Astrup who is similarly known for concentrating on family home landscapes through inventional techniques, the designers answer to an Agi & Sam wardrobe in 2016 is made up of cottons, fine Italian wools and technical performance fabrics in a distinctly informal and deconstructed example of modern relevance paired with traditional British design.