The Rick Owens Men's SS27 BOH collection for WWD stands as a masterclass in architectural avant-garde menswear, pushing the boundaries of luxury fashion houses through a lens of moody, industrial refinement. Captured by photographer Fran Gomez de Villaboa, the campaign utilizes a sophisticated blend of natural light and high-key chiaroscuro to emphasize the sculptural volume of the garments. The project thrives on a dramatic, editorial aesthetic, where the juxtaposition of raw concrete backdrops and intricate, avant-garde makeup by Daniel Sallstrom creates a tension between the organic and the synthetic. Hair stylist Duffy contributes to this vision with bold, multi-textured styling that perfectly complements the collection's complex silhouettes—ranging from oversized, puffer-inspired bombers to precise, geometric technical outerwear. Casting director Angus Munro brings together a diverse ensemble of models, including Kelechi Noah and Muhammad Fadel Lo, who embody the somber, cinematic energy inherent in the pieces. Through a mix of lifestyle portraiture and tight, detail-oriented shots, the project highlights the interplay between material contrast and structural design. Each image reads as a deliberate study in form, from the sharp lines of monochromatic technical fabric to the fluid movement of knitwear, solidified by a stark, minimalist color palette. This collection not only defines the seasonal direction for the house but also cements a compelling dialogue between high-fashion storytelling and the rugged, unyielding nature of its brutalist influences.
