DRAWING INSPIRATION FROM THE FAST PACED CITY OF HONG KONG, DESIGNER MASS LUCIANO WAS INFLUENCED BY THE CITY’S ARCHITECTURE AND CONSTRUCTION, PARTICULARLY THE ICONIC BAMBOO SCAFFOLDING WITH MESH NETTING. THESE INFLUENCES HE APPLIED IN CREATING HIS BRAND MASS. URBAN ESSENTIALS FOR THE MODERN MALE.
Designer Mass Luciano – you might also know him as Mister gay World 2015 - has worked in the fashion industry for over 12 years, designing for international brands like Guess, Rock & Republic by Victoria Beckham and Lee Jeans. Originally from Puerto Rico, he has lived and worked in Los Angeles, Florence and now Hong Kong. Hong Kong, Asia’s fast rising world city that seems to be in a constant stage of construction, stood model for Mass Luciano’s MASS, a men’s streetwear brand, offering contemporary basics with a modern edge. “I love how the mesh over the scaffolding gives you a glimpse of the building underneath, so I wanted to create the same appeal with mesh fabrics over skin - it’s sensual yet subtle,” says Mass about his premier capsule collection.
The capsule collection is designed for the modern urban male who is always effortlessly dressed and isn’t afraid to mix styles. The MASS man is confident and bold with a young attitude; he’s always ahead of the trends and sets his own rules. He naturally demands attention without saying a word and is always well put together. MASS takes everyday styles, like sweatshirts, t-shirts and shorts – and mixes them with unexpected materials, textured detailing and bold graphics. Each style is designed to update the urban male’s wardrobe with a fashion forward aesthetic that’s easy to wear.
Founded by Mass Luciano and Antoni d’Esterre, MASS is one of the few locally produced brands entirely designed and made in Hong Kong. “For me, it’s really important to make the product locally. There’s a sense of pride about working with talented craftsmen that live and work in the city,” says Mass Luciano. That attitude and that inside have resulted not only in MASS’ first collection but certainly also in the accompanying campaign named Opposites Attract, shot by Antoni d’Esterre. –BM-
Photography: Antoni d'Esterre @theADDDproject
Clothes: MASS @mass_branded
Styling: Mass Luciano @massluciano
Models: Johnathan Paul @jawhar paulo | Stas @stasthepoler | Austin @nothimagain_ | Chancelor @chancelordayne
MASS | BEAUTIFULMAG