NEW YORK — “The casting was all about the thighs and the eyes,” said Jason Scarlatti, the creative director at underwear brand, 2(X)IST.
He stood backstage next to a bevy of near-naked male models on Wednesday night, at the 25th anniversary fashion show of his line. Known for its sexy silhouettes that leave little to the imagination, the event brings out the most thirsty of guests, most of whom come for the free show.
There they were, models oiled up, abs out, primped and pampered, with everything hanging in the wide open. If there ever was a men’s take on the annual Victoria’s Secret show, this was certainly it, one that felt completely gratuitous. On the catwalk, guys strutted their stuff in tight briefs in neon pinks, in banana hammocks, and even in one pair made of mesh, crack and all.
If Kelis once brought all the boys to her yard, this show lured them to the junk yard.
“Really, it’s about confidence that we want to exude,” he said. “It’s really the soccer thighs that I’m into.”
But a brand cannot live on bulge alone. In the past few years, 2(X)IST has attempted to position itself as a full men’s lifestyle brand, introducing more athleisure looks ranging from joggers, sweaters, outerwear and bags. To further its evolution, the brand offered womenswear for the first time, with a handful of female models who showcased athletic apparel options. They were far from salacious, and some could say boring, with a few basics like tops, yoga pants and sports bras that resembled the usual findings one would expect at local retailers.
With so much interest in the shows alone, it’s hard to imagine the brand not having another successful 25 years. It seems like an easy lesson for any company: If you want them to come, simply insert eggplant emoji here.
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