SUMMER STYLE: THE INSTAGRAM EFFECT
Holiday outfits have become camera-ready, says Stephen Doig
Time was when summer attire meant a gentle easing of the wardrobe mores; T-shirts in place of shirts, shorts in place of formal work trousers, and a general sense of “let up”. And then Instagram was born.
You might not partake in the gratuitous social media forum, aimed at capturing your heavily filtered #bestlife, but its effect is wide reaching; summer holidays are no longer about easing up, but about cultivating a mise
en scène, whether it’s gazing out upon the Amalfi coast or languorously sipping rosé in Crete, that communicates you’re having a suitably glamorous time in your
Breton stripes, tailored shorts and espadrilles.
A whole industry of bloggers have popped up to sell this unreality to their followers. Painful? Perhaps, but it does mean that holiday clothes have upped their game considerably.
Let’s start with the nuts ’n’ bolts; beachwear has become a cottage industry, with brands catering to the worldly fellow who doesn’t equate poolside lounging with sloppiness: Orlebar Brown, Vilebrequin, Frescobol Carioca and Thorsun are a few brands that create beautifully made, vibrantly patterned swimwear. And in the climate of superficiality that Instagram has helped foster, what’s encouraging are the labels focused on a sense of social responsibility; it is more fulfilling to enjoy the green vistas and azure waters when you know you’re doing something to help. British brand Dock and Bay has created a range of trunks out of recycled plastic bottles, while Bunks specialises in swimwear that comes with biodegradable, recyclable packaging and clothing tags that can be used for luggage. And off the beach, the roster of holiday attire has shifted somewhat too. Warmer climes call for an adjustment of the familiar format; instead of a shirt with collar, opt for a grandad collar, lightweight, breathable poplin in a blousy shape, and considered fluid, loosely structured trousers (if the recent SS19 men’s shows proved anything, it’s that wide-legged trousers are going to be a key fixture next year). And when the time comes for sundowners, a seersucker jacket will act as a happy medium between formality and casual nonchalance. Pair with a cleancut T-shirt, and if you’re open to a touch of sprezzatura flair, add a neckscarf, too.
On that note, it’s also worth considering your accessories; all too often men rely on functional sandals of the like your geography teacher sported on a Duke of Edinburgh expedition way back in the Seventies, crusted and world weary. Steer instead towards a halfway point; a sandal/shoe hybrid in woven leather; Bottega Veneta makes a version that are designed to have the heel folded down or popped up depending on the situation.
Add a well-made straw hat and, Instagram likes or not, you’ll be #blessed in the style stakes.