BBNO$ IS TAKING THE WORLD BY STORM
With millions of followers, hit songs on TikTok, and a great sense of style, it looks like it’s BBNO$’s world and we are just living in it.
PHOTOGRAPHY BY ED GUMUCHIAN
WORDS AND FASHION BY SALVADOR COSIO
There's something about famous people: no matter how likable they may be, you can tell they are very self-aware. With perfect hair, perfect skin, and a carefully crafted strategy to connect with us through our screens, I would describe Alex Gumuchian, better known as BBNO$, as a fresh breath of air.
I met Alex in Mexico City through his brother Ed, who is also the photographer behind these pictures. After just five minutes of trying on clothes, I thought, 'He just gets it.' Soon after, I found myself jogging every morning to his music, and I got hooked on it and began to understand his rising popularity.
There’s nothing I love more than a good-looking guy who doesn't take himself too seriously and understands fashion—wacky fashion, real fashion. So I went all the way to Copenhagen for BBNO$ to try on some of the designers who are shaping menswear today, available at SVD.
1.- British sensation MARTINE ROSE is probably the hottest name in men’s fashion right now, and just like BBNO$, their future looks very bright. This football jersey goes beyond the blokecore trend; it’s like the really good version of it and is meant to be worn oversized. It’s paired with Martine Rose loafers and a tie because, why not?
2.- BBNO$ has a sweet spot for tailoring, which I find fantastic for a young guy. Here, he is wearing HED MAYNER, known for its oversized fits and exquisite materials, bringing the oversized trend to a very high-end level. Want to be the talk of the party? Get some Hed Mayner.
3.- There’s a strong comeback of tailoring all over the runways. This look is by WILLY CHAVARRIA, the Mexican-American designer who is making headlines with his powerful image and storytelling about racial equity in America. White jacket, sharp shoulders, wide lapel and a button-down black shirt with a very particular collar. It’s giving Marlon Brando in The Godfather, complete with the red flower. I think Alex should go very dapper for his next album.
4.- Alex’s sense of humor makes him stand out in the music scene. He has a special talent for connecting with young audiences through humor while remaining a singer, songwriter, and businessman. Here, he is wearing KAPITAL CLOTHING, the Japanese cult brand from Tokyo, where basically everything is a collector's item. The bone shorts and jacket worn together are slightly Halloween-inspired but with a fashionable touch. It’s very hard to find Kapital Clothing outside of Japan, so kudos to the SVD buying team!
5.- I have to say that this double-breasted two-piece suit, which looks like a bathrobe, is not the easiest to pull off. It's from MARTINE ROSE and it’s a runway piece. There’s something about this specific shade of pink that gives the concept of bad taste a whole new meaning and Alex is the perfect character to bring it to life. The loafers are from the same brand and they have a little pink teddy bear that is just….. cute.
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