It might be an exaggeration to call Marseilles the heart of the New France, but you’d be surprised to hear young French people across the country constantly referring to the harbor city in the South. Les vieux might call it dangerous, but those young and in the know are fascinated by the music and culture of a city, that for many new arrivals to the nation, serves as entryway.
Bon Vivant, a clothing brand in Montreal, dials in on the edge and allure of Marseilles with their newest collection. Dark earth tones abound, proving that you don’t necessarily have to lighten up your color palette for the warmer months. The brand manages this balancing act, by lightening materials, specifically in the Gino shirt, a collared shirt that comes in both short and long sleeve options in a cotton gauze fabric. Expertly styled in the lookbook, these Oxford-style shirts look tough and versatile, a far cry from their preppy origins.
The looks are rounded out by the Keenan trousers, tough-looking button-fly chinos made from Japanese cotton twill that also come in a trio of earthy shades. Oversized tees tucked into these smart chinos and complemented by chunky sneakers make for evocative and handsome looks.
To peep the full lookbook, head over to Bon Vivant