Cecilia Bönström added men’s to her remit six months ago and sought a stronger message. “It’s about a nonchalance, a freedom of being; elegance with a twist and daring with a balance,” she said. The label’s breed of rock is more relaxed than forceful, updating classics. The puffer jacket was bright yellow, but not oversize while a classic, striped marinière-flavored sweater came in a slightly shaggy material. For tracksuit bottoms, she used a crinkly, paper-like material in a fiery red and a tan trenchcoat felt streamlined thanks to taped seams.

WWD Critique: Bönström’s light, unfussy approach will likely appeal to the Zadig man who’s hankering after style but not over-statement.

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