Happiness

March 25th, 2014 Posted by jonathanshia comments (2)

Ever since their start back in October 2013, the team behind Italian menswear magazine The Greatest has devoted each issue to a single theme, with the latest—for Spring 2014—revolving around the idea of happiness. “Happiness is something for which we are always looking,” explains Matteo Greco, editor-in-chief. “I needed to find it, I needed to express it. It’s a very simple feeling, but not a trivial one.” That happiness—not, it should be noted, mere light-heartedness or frivolity—comes across most clearly in the opening feature of artwork by photographer Luca de Santis, who spread clusters of cheerful yellow fuzz across otherwise sombre and banal images, injecting a sense of optimism right from the start. The editorials, which Greco says carry the same “nostalgic vision” as in previous issues, also take a lighter tone, from Paolo Zerbini‘s saturated story of youth and innocence to Stefania Paparelli‘s feature on Adrien Sahores, who looks every bit the carefree, dignified Parisian undergrad. Cover model Benjamin Eidem is captured by Lowe H Seger in serene, pale blues styled by Greco himself, who calls Eidem his favorite model and “one of the most elegant I’ve ever worked with.” An accompanying film by Damian Sammarco and Sergio Andretti finds Linus Gustin walking through the city streets dressed all in Dior Homme, seemingly in search of something he can’t quite name. There is a hint of sadness to the proceedings, but Greco reminds us that happiness is, after all, in the eye of the beholder. “Sometimes we are not happy, but we are always the ones who decide whether to be happy or not,” he says. “I decided to be.”

The Greatest Fashion Film #6 from The Greatest Magazine on Vimeo.

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2 Comments

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