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Freshly inspired trends from mens fashion for 17-18

Loverboy. The Story.

Words by Matt Stark.

Conceptually ‘Lover Boy' is a contemporary flow of freshly inspired trends from men's fashion. While longer lengths is a trend during 17/18, there's an energy empowering young men everywhere on the street.

‘Bringing together new pop culture, our models delivered a vibe on set that pushed the shoot to have a feeling that could only be achieved there and then' Matt Stark

Who did you work with?

I collaborated with Tom Fraud for photography and Andrea Stark for makeup . They both get my taste my style.

What were your influences?

My influences come from pop culture.I wanted each image to look like it could be a poster on a teenager's bedroom wall; I wanted every image to have a romanticism yet innocently presented.

What inspires you?
I collect pictures on my phone constantly.They generally are not hair related I'm just obsessed with strong imagery.And I just file them like until something inspires me, then I mood board everything

For Loverboy the mood was important- I became obsessed with havinga red back ground but it had to be cherry coke red very specific.Then the romance came from there. Finally I always like my images to look like they could be an album cover. I spent months on creating the mood and then I selected the correct models and hair to follow.

What to look towards for ideas for your newer collections?

Fashion, design and art

Tell us about your creative process?

I wanted the hair to be very now, current, possibly even ahead of its trend.
That involved movement, an almost undone feel to it.A lot of the younger generation are wearing there hair 90s inspired very few hard lines soft and slightly feminine this is what the new generation are doing I would be mad to go against that, also I love that look there is almost something flamboyant about it.

The moving imagery happened with us just playing around after each model unaware the material would be good enough to use.After the shoot we played them back and loved them. It was then I new I would use the video for like a teaser campaign, which is available for your publication to use on social media!

To show moving hair is very cool and sets the mood even further. I always name my collection no differently to a songwriter naming a song the title didn't come to me until the day of the shoot. Once the first two models were shot Loverboy just came to me it fitted the concept I was happy.

What is ahead for Matt Stark?

2018 will be busy I'll be working heavily on fashion weeks across Europe delivering a new collection. Doing shows in the USA, whilst staying heavily involved in my salon STARK in Southend on Sea, UK.

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