Saul Guzman
/PR 

Saul Guzman heads the menswear division at FINCH & PARTNERS. Photograph Michelle Beatty

Saul Guzman heads the menswear division at FINCH & PARTNERS. Photograph Michelle Beatty

Men are much braver in their personal style and have taken to shopping like never before. They’re experimenting with colour and patterns, but never taking their eyes off quality and craftsmanship

I call it ‘formalwear, reloaded’ – a return to the formal way of dressing, albeit more subtly and softly interpreted. It seems that both designers and the storytellers are all trying to find a new definition for menswear, making it all the more challenging for those of us in PR. Coupled with the changing face of fashion media, where now everything is so instant, PR now has to be a lot more creative, personal and tailored.

As to fashion’s relationship with art, there is no doubt that they are interlinked. But to really make the two work harmoniously, the fusion has to be authentic. There are a lot of fashion-art collaborations happening for marketing’s sake now and I think today’s consumers can see right through it.

Saul Guzman heads the menswear division at FINCH & PARTNERS where he works alongside Charles Finch. A lawyer in his past life, he felt he needed something more creative, so he took himself to the London College of Fashion and built his new career. He grew up in Mexico and has always been fascinated by the extraordinary life of artist Frida Kahlo.