Timeless elegance for men going the distance with Loris Azzaro, the late French – Italian jet-set stylist (1933 – 2003) who obtained the French legion d’honneur for his work and contributions in perfumes and fashion and whose brand has been around since 1967 (today is the occasion to celebrate the 50th anniversary), but whose ultimate legacy in the annals of history may very well turn out to be that he was an early pioneer of what today we know as the fashion party, but which in the early seventies was still a highly exclusive affair for very important people without all the photographers, mock celebrities, or hysterical Instagram wannabes fighting mindlessly over instant access.
Anyways, the man had a way with class and style which becomes immediately evident still in the pictures hereby attached, and which in all its raw simplicity has sometimes been called ‘élegance intemporelle’ in French which translates simply as timeless elegance. But that is for what we still can see today when we recognize these universal style signatures so many years laters as classy, but when then you would also consider that Loris Azzaro was once the preferred stylist for no one less than Brigitte Bardot, Liza Minnelli, Tina Turner, Claudia Cardinale, Romy Schneider, Jane Birkin, Raquel Welch, and Sophia Loren, then perhaps the timeless elegance of the photos hereby attached pour homme may start to take on a new meaning. Or as Loris Azzaro was famous for saying:
‘On est pas belle / beau par hasard’
(one is not beautiful just by chance)
So there it is, in that first image some magic French Chic Intellectuel which somehow still brings back seventies memories of Yves Saint Laurent, or – flashforward 25 years – memories of the last decade of Steve Jobs as High Tech guru par excellence, wearing a real Pull Col Roulé (knitted woolen turtleneck sweater), white court shoes, and metalic nerd glasses notwithstanding, a little bit unshaven in pepper & salt of course – as what would be one outstanding male Loris Azzaro icon for all time.
And so the second image gives a classic Italian impression, a real Viaggio in Italia hallmark with those sunglasses and shades ready for the journey, which again gives evidence of the timeless elegance of the Loris Azzaro Homme collection in that this universal style so easily has the ability to cross over from one culture into the other. So much so that from here on it is not difficult to imagine the Hollywood version of the continuation of this story.
Therefore, here come out the dinner jackets now – by Jeeves, which are going to be necessary so as to be socially successful at your next event – be it fashion, business, or even pleasure, so aye, why not show up in a blue velvet tuxedo with black bow tie knowing you already made the part and aced the casting, because indeed you now per Loris Azzaro himself that ‘one is not beautiful just by chance’.
So credit must go out to stylist Jérome André who so flawlessly brings back this raw simplicity of timeless elegance for this particular collection of Loris Azzaro Homme FW 17/18. For who today still would dare to go in different shades of grey and different knits of simple wool thinking you be cool and casual – or even chic, while spotting a pull col roulé wearing nerd glasses? Noone, lest there be no need to be either casual or cool. And this precisely is perhaps a tall order for today’s man. Unless you posses that timeless elegance of Loris Azzaro.
Words by Sandro and photos from Loris Azzaro