Sitting front-row at Justin Cassin’s latest menswear show during London Fashion Week 2024, I found myself pondering on what it meant to be a creative. As I fidgeted with my belt, burrowing a new hole to make the fit just right, it hit me: creativity is about making things work for you and with my latest act, I’d qualified. Fashion, at its heart, is about DIY. It’s about resourcefulness, adaptation, and using whatever’s at your disposal to create something uniquely yours. This clicked for me while I watched Cassin’s innovative designs strut past. With an organic balance between modernist elegance and traditional structure, individuality was the star of the show.
Justin Cassin, founded in 2016, has made a name for itself in the fashion world by challenging conventional menswear while staying true to the essence of confident, wearable pieces. Cassin’s brand ethos revolves around the idea of breaking boundaries and pushing past the constraints of traditional fashion. His designs have always spoken to the modern man who values both style and substance. With roots in Australia, Cassin brought a fresh perspective to global fashion by combining cool
with class.
Cassin’s collections have evolved over the years, growing bolder in their expression while maintaining a timeless appeal. In many ways, Justin Cassin speaks directly to a man’s relationship with fashion: it’s personal, intimate, and ultimately about expressing one’s unique identity. This was abundantly clear in his latest collection at London Fashion Week. Set against the stunning backdrop of St. John Church, the venue felt like the perfect stage for Cassin’s collection. The space itself, with its soaring ceilings and elegant architecture, provided a reverent atmosphere, which also made for some good photos on the ol’ gram.
Music echoed through the grand church, filling the air with an energy that beautifully complemented the show. It was a fitting space for a collection that demanded attention, not just for its beauty, but for its thoughtful craftsmanship and nuanced
approach to menswear. The show itself was a celebration of contrasts, a recurring theme in Cassin’s work.
Soft fabrics were paired with hard-edged accessories, like sharp-toed shoes and heavy leather belts, reinforcing the idea of duality. Each piece seemed to be a conversation between opposing forces, structure and fluidity, strength and softness,
tradition and modernity. And yet, the collection felt cohesive and purposeful. Every detail, from the fabric choices to the accessories, spoke to Cassin’s meticulous attention to how these pieces could be worn in the real world, by real people.
One of the most striking aspects of the collection was its flexibility. Cassin’s designs weren’t just about making a visual statement; they were about complementing the wearer. This is what Cassin does best, creating fashion that empowers. As the
models glided down the runway, I found myself mentally adding each fit to an ever- growing imaginary wish list (I will never financially recover from this).
Cassin’s blended concepts and masterfully experimented with contrasts in his latest collection, imploring its wearers to get in their creative bags to see what they can find for themselves.