Inspired by Steve McQueen’s 2011 erotic psychological drama, ‘Shame’, this menswear collection dissects the psychological toll of modern masculinity in an age shaped by social media, hookup culture, and toxic digital echo chambers. In this environment, intimacy becomes elusive, replaced by performative confidence, repression, and addictive behaviour. The collection investigates how men can become trapped in cycles of emotional isolation, expected to maintain control while internally conflicted.

Classic menswear garments, such as suit jackets, trench coats, double-breasted suits, and tailored trousers, form the core of the collection but are reinterpreted through a futuristic perspective. Wide shoulders, heavy silhouettes, and sharp tailoring draw inspiration from the 1980s power suit, referencing a legacy of corporate dominance and masculine repression.
Technological elements are integrated into these designs to highlight the sterility and performance demanded by modern masculinity.

Raw edges suggest emotional and psychological decay beneath the structured and polished exterior. Architectural deconstructivism influences fragmented construction and disrupted lines, while repetition of shapes and details acts as a metaphor for addiction, compulsion, and the monotony of control.

Guided by Alexei Yurchak’s concept of hypernormalisation, the collection visualises masculinity as so heavily rooted in performance that it becomes impossible to see beyond the illusion.