Debenhams Reports Rise of Shirtego Men’s Fashion Trend

Debenhams has revealed that the de rigueur way for British men to wear their shirts this season is with three buttons undone, otherwise known as the ‘shirtego’ trend.

Last seen on seventies lotharios such as Richard Gere in ‘American Gigolo’ and John Travolta in ‘Saturday Night Fever’, the bare chest has marked the return of the ‘machosexual’ – men who are not afraid to be masculine, confident and sexy.

Department store, Debenhams asked its customers, “how low can you go?” and found that 75 per cent of men now regularly wear their shirt with three buttons undone on a night out, 41 per cent of men will risk a four button undone look and 36 per cent of men will even risk the fashion at work.

Previously, shirts buttoned up to the neck with ties were expected for work and formal events, one button undone with a tie for the end of the working day, two undone for a good night out and three only for those rare tanned and toned few.

Paul Baldwin, Menswear Director at Debenhams said: “This is traditionally a look more commonly associated with Latin lovers, but it has now hit these shores with British men embracing the warmer weather and the salon to bear their chests.

“You only need to look at Simon Cowell vs. Louis Walsh on the X Factor to know that button-free fashion gets the girls.”

The men of ‘The Only Way is Essex’ have also brought the look celebrity status, with 62 per cent of men citing the sexy, successful reality TV stars as encouraging them to take the plunge.

Ryan Reynolds, Gerard Butler, Tom Selleck and Burt Reynolds were also stated as sartorial inspiration for the dramatic trend hitting the high street.

Debenhams’ survey found that while the exhibitionist look was most easily sported in the creative industries of advertising, marketing, PR and design, the return of dress down Fridays has brought the deep V to the more traditional industries.

Research showed that 27 per cent of pioneering accountants and lawyers would venture the look at the end of the week, but only just before leaving the office for Friday drinks.

Baldwin continued: “This research has helped us review the design of our men’s shirts. We are looking into ways to ensure the collar always sits open to display the chest when the shirt is left undone.

“Time in the gym will also help wearers pull off the look successfully, however, make no mistake, a thick chest rug and heavy gold medallion is not due to make a comeback.”

Via EPR Network
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Dorothy Perkins announces Summer Style Weekender

Dorothy Perkins is inviting the British public to celebrate the Summer Style Weekender, with four days of fashion and make-up tips, with 20% off everything.

The company has teamed up with Closer magazine and Rimmel London to bring customers a guide to their most stylish summer. Each day the Dorothy Perkins website will have a new feature, guest-edited by the Closer Fashion team, to handle all summer wardrobe dilemmas, from what to wear to a wedding to what to pack for a holiday. The Closer girls will also be taking to the blog to take part in the infamous DP Dress Up Challenge, solving a daily dilemma from a capsule holiday wardrobe of just five pieces.

Rimmel London will be blogging daily with expert advice from Kirstin Piggot, make-up artist to the stars. A range of Rimmel London products, from mascara to lipstick to nail polish, will be available from dorothyperkins.com for the first time, in a choice of colours to complement the store’s summer collection.

The first 5,000 customers will each receive a free copy of Closer magazine and a free Rimmel London nail polish with their order.

In addition, every customer will receive a 20% discount, automatically applied online and redeemable in store with a downloadable voucher.

Finally, the Summer Style Weekender competition will allow customers to win their own stylish weekend away. Dorothy Perkins have two prizes to give away for a VIP trip to London for two people on Friday 15th July. Each winner will receive two VIP tickets to see Ellie Goulding at Somerset House, a £200 shopping spree in Dorothy Perkins and makeover from Rimmel London for them and a friend, and an overnight stay at Mercure Bankside, a contemporary 4 star hotel, ideally located in central London.

To enter, and for more Summer Style Weekender activities, interested parties can visit the Dorothy Perkins Facebook page at facebook.com/dorothyperkins and follow the company on Twitter at twitter.com/dorothy_perkins.

For 20% off, and a free Closer magazine and Rimmel London nail polish while stocks last, customers can visit dorothyperkins.com.

Via EPR Network
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