Honouring modern masculinity through dance in “Come Together” – And editorial partnership with Harrods – NOWNESS

Men’s Superbrands is the new global hub for luxury menswear and one of the world’s most iconic designer brand destinations— newly opened at Harrods in Knightsbridge, London. With resplendent furnishings, generous floor space, personalised shopping and bespoke styling, Men’s Superbrands showcases flagship designs from labels such as Louis Vuitton, Gucci, Prada, Balenciaga and Ermenegildo— inspiring all men to unite in style and spirit.

Acclaimed British portrait photographer Campbell Addy directs this coming-of-age allegory featuring four dancers who explore movement in pursuance of authentic existence. Each mover is given agency to explore his kinesthetic space in partially unchoreographed shots, either bathed in luminescent colour or cloaked in shadow; eventually their energies coalesce to form a united dance front. This tableau is an expression of Harrods’ celebration of the modern masculinity, with movements that juxtapose delicacy with strength, and sensuality with play.

For over 180 years Harrods has provided a platform for creativity in fashion, fine crafts and luxury goods. The launch of Men’s Superbrands, designed by award-winning interior design firm David Collins Studio, is an inclusive space of 19 brand boutiques where men can come together and to define their own masculinity.

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