The Giuliano Rush Loewe cover of 10 Men Magazine‘s sixty-fourth issue arrived from an unexpected place: the back of a cupboard in central France. Issue 64, themed Future, Legacy, Heritage, reaches newsstands on 25 September.
The origin story is worth telling properly. In the 1960s, a young musician named Patrice Jolivet spent time making portraits of the regulars at Le Broadway, his local PMU in Nevers, in central France. The photographs were black and white, small in number, and very much of their place: a document of the particular community that forms around a bar, a betting shop, the kind of French institution that has been quietly holding neighbourhoods together for generations. They were then filed away and forgotten about.
Recently, Patrice’s son Max Jolivet, men’s fashion director at 10 Deutsch, found the collection and brought it back into the light. The rediscovery became the seed of something larger: a collaboration with photographer JH Engström that uses those original images as a point of departure, setting a fashion story in conversation with genuine reportage. The result is a project that holds both registers at once, the constructed and the found, without either undermining the other.
A Dialogue Between Fashion and Documentary
Engström’s work has long moved between those two worlds with ease, and the pairing with Max Jolivet makes particular sense given the family history embedded in the project. Marie-Louise von Haselberg contributed the text. The shoot features models Giuliano Rush, represented by Success Models, and Patryk Ochmanski at Catapult. Hair was by Tsuyoshi Tamai using Oribe Hair Care; make-up by Thomas Lorenz using Dr Barbara Sturm.
On the cover itself, the Giuliano Rush Loewe cover image carries the weight of the issue’s theme with a certain quiet authority. Loewe has become, over the past several seasons, one of the more considered houses when it comes to this kind of editorial context: its clothes photograph well, drape with intention, and carry enough conceptual texture to sustain the kind of project Engström and Jolivet have put together here.
The Giuliano Rush Loewe Cover and the Full Designer Roll Call
Inside the issue, the fashion story draws from a broad sweep of the current European menswear landscape. The credits list Dior, Saint Laurent by Anthony Vaccarello, Loewe, Louis Vuitton, Prada, Valentino, Karl Lagerfeld, Guess, and Gucci across the various looks. A coat and trousers by Valentino appear alongside shoes by Saint Laurent by Anthony Vaccarello, suggesting an editorial approach that is less concerned with brand loyalty than with how pieces sit together in a particular light, against a particular background.
Production was handled by Marissa Leitman at TheLink Mgmt. Casting by Whitecasting. Special thanks in the credits go to La Fauvette and Bar Tabac L’Amicale, which suggests that the spirit of Le Broadway (the original PMU, the original community) found its way into the location choices for the shoot itself. The past and the present held in the same frame, which is precisely what the issue’s theme demands.
10 Men Issue 64 is available to pre-order now, with copies on newsstands from 25 September.
