Convenience and efficiency is the pedigree to the flow of events today. The convenience and relatively cheaper prices online shopping brings to consumers increases its popularity (which also comes with the rise of obesity, not the point here). Popular online shopping websites such as amazon, ebay, zipia.net, taobao, etc. I have only recently discovered a new men’s online shopping website UNANDU. UNANDU is a men’s Chinese online shopping website that does not displays its clothes like any other online shopping blogs. UNANDU, unlike many other online blogs, photograph their clothes with a scenario. All photos sets a retro and breezy atmosphere, showing casualness with clean cuts. Ensembles are usually simple, accentuating the cuts of the clothes and the men’s shape. Yet, simplicity is usually paired with roughness. A simple black dress pants is paired with a checkered shirt or a plain jeans is paired with a blue singlet mesh.
UNANADU does not just sell clothings, they sell an attitude too. Photographs does not just provide a picturesque sight, it tells a story. The setting, background colours, models’ interaction, etc, are all part of the ensemble. Bags are carried with an attitude, bringing the masculinity into the Fashionista stereotype.