They have done it again. Mans Concept Menswear has won another distinction that recognizes the originality, good know-how and future projection of this revolutionary men’s tailoring firm created by Jaime Álvarez (Seville, 1994).
This time, MANS has been the winner of the 2020 Vogue Who’s On Next award, a prestigious award that after nine consecutive years supporting emerging talent has become the most important in Spanish fashion by being endowed with 100,000 euros to develop a business plan, thanks to the collaboration of Inditex. This awards also includes enrollment in ACME (Association of Fashion Designers of Spain) without passing the vote of the General Assembly and the opportunity to participate in the next edition of Mercedes-Benz Fashion Week Madrid. In addition to the support and editorial coverage of Vogue Spain magazine. Thus, Mans Concept finally prevailed over the other two finalists for the award: Dominnico and Ynésuelves.
A conceptual twist on traditional tailoring
And why Mans? What makes it special? If you still do not know the firm, you should carry on reading. Mans Concept originates in 2017, in the thesis project of the young Sevillian, Jaime Álvarez after his studies in Fashion Design at the IED in Madrid. Its purpose was revolutionary: to forge a new concept of masculinity through tailoring, challenging its more traditional codes. Actually, the name Mans comes from Demans, which is of German origin and one of the surnames of the designer and creative director of the brand. Shortening it to ‘ Mans ‘ indicates the search for a new, more personal and updated tailoring. A new approach to modern man. And that’s the main purpose of this visionary pret-a-porter brand.
Thus, Mans Concept focuses on bespoke men’s tailoring based on the reinterpretation of classic patterns. In fact, the firm is influenced both by the ‘ Saville Row ‘ workshops and by Japanese techniques, both present in all its collections. What makes Jaime Álvarez’s signature different is that emphasis on lines, refining cuts and achieving an avant-garde image in silhouettes and finishes that do not lose the traditional essence. The firm seeks a masculine aesthetic adapted to today with clean cuts, colours at the service of the concept and innovation in the fabrics that are personally chosen by Álvarez himself and are exported from England, Italy, Japan and Spain, Gratacós being one of its regular suppliers. With all this raw material, Mans Concept designs and produces locally, two annual collections with clothing that is positioned within the medium-luxury sector and in which each piece has its own detail. The objective is to offer a complete and hybrid masculine wardrobe with basic quality garments, versatile and a progressive design, focused on people who are sure of themselves and what they are looking for.
In its short career, Mans Concept has participated four times in the 080 Barcelona Fashion catwalk and has received the Best Emerging Design award on three of them, and has also walked the MBFW Madrid catwalk on another occasion.
The announcement of Mans Concept as the winning firm of the ninth edition of Vogue Who’s On Next also marks the verification of the creative drive of a new batch of Spanish designers whose common link is the love for clothing made in Spain, the appreciation for craftsmanship, the breakdown of gender barriers, and an international projection that leaves its mark on various red carpets. They call it the WON generation, made up of winners from previous editions such as Marcela Mansergas (2012), Juan Vidal (2013), Maria ke Fisherman (2014), ManéMané (2015), Moisés Nieto (2016), Leandro Cano (2017), Palomo Spain (2018), Carlota Barrera (2019) and, the latest incorporation Mans Concept (2020).
Congratulations Jaime Alvarez for this distinction!
