A classic is forever. When a garment or an accessory is called with the name of a brand instead of its own, is a sign that that brand has become a part of the history of fashion. The first cases are from the 70s, when even a fabric replaced the word “coat”: the “loden”. And Ray-Ban, that replaced the word sunglasses: “I’ve bought a pair of Ray-Ban”. From then on it has been a sequence of icon-brands like K-Way, Levi’s. It was “I’d like to buy a Lacoste” instead of “I’d like to buy a polo shirt”. Later, the same fate for the trench/Burberry and, in the 80s, “I’ve choosen an Armani”. These and many others, are griffes that, if not in the classic dictionary, could surely be included in a thesaurus.

Habits change. Every year, in this season, I dedicate an appointment of Schema Libero to beachwear: I looked for them, working backwards on my blog The Men Issue (you’ll find it on Style Magazine website, in the “Moda” (“Fashion”) section). In Five years I’ve always recommended to wear on the beach an appropriate, chic, maybe a bit retro attire, inspired by Marcello in La Dolce Vita. And I’ve always suggested to use swim shorts. This year I do an about face: is it for that annoying invasion of skinny guys that is accustoming us? I don’t know. Now there’s a desire of more vitality, of beautiful bodies – slim but defined – of hair whitened by dried salt, of suntan. After all, changing is beautiful. I linger only on two factors, that make me say no: coloured tank tops and slippers. Yes to flip flops, espadrilles. But no to slippers, please.

Nerd R-Evolution. If we Google “Nerd”: “A young man, who is insignificant and not attractive, that repairs his lacking attractiveness with an obsessive passion and a great tendency for new technologies”. There are several theories about the etymology of the word “nerd”: we only know that it was coined in the UK around the 50s. It was used at first with derogatory meaning. But during the decades, being a nerd has become a style. It initially was that style for brains, a bit losers, that became cool thanks to Mark Zuckerberg and Steve Jobs. Now, the nerd look has evolved: from the minimal T-shirt, jeans and sneakers of the past, today the nerd is also a businessman dressed with formal tailored classic.