This is an issue published in Vogue January 2021.

Alejandro Palomo in 2018. Carlota Barrera in 2019. Jaime Álvarez in 2020. For the third consecutive year, men's clothing wins the jackpot in Spanish fashion. Winner of the latest edition of Vogue Who's On Next, the contest that (in collaboration with Inditex) has supported/promotes emerging talent in our country for nine years, Álvarez also recognizes himself as a "men's designer", without half measures, without neutrality. That it's worth. “I design for men, I am inspired by the men I see on the street, I think of men”, he proclaims. “That my brand transcends genres is something else. The garment is the garment, and then the person, of whatever sex or gender, gives it its personality”.

The brand that has earned Jaime Álvarez the prestige –and the 100,000-euro endowment– of the leading international competition for (more or less) young designers is Mans, the company with which he showcases his idea of new masculinity, "freer, without prejudice in clothing." Here is the concept, until not long ago integrated into his own trade name. “No, we are no longer Mans Concept Wear. At first I wanted my intention to be recognizable even from the label itself. Now that the message is transmitted it is no longer necessary. In addition, it is a way of making the name less complicated, which was not easy to pronounce either”, he admits. Mans, by the way, has nothing to do with the recipients of his product: it is a derivation of Demans, a maternal surname of German origin, although it comes to his hair.