Winner of Vogue Who’s On Next 2020 – Mans- by Aybuke Barkcin


Dear Shaded Viewers,

On 21st October, the winner of Vogue Who’s on Next 2020 award was given to Jaime Álvarez, the creator of the brand “Mans”. A brand that stands for challenging the perception of masculinity with daring experimentations and chic ensembles, Mans is constantly searching for new and updated ways for personal tailoring.

After finishing his fashion degree at Istituto Europeo Di Design in 2017, Jaime Álvarez continued to work on his final thesis which became the starting point for his label Mans.

The name of his label comes from his German great-grandfather’s surname “Demans”, who influenced the designer’s love for tailoring and elegant suits, as he always dressed in made-to-measure suits.

“My grandmother had a haberdashery. I loved to spend hours playing between the boxes and investigate the store. My grandfather always wore a suit, and I thought it was a very elegant way of dressing.”

Mans includes a prêt-à-porter line and a made-to-measure tailoring studio which finds its influence from the Savile Row’s workshops and Japanese Couture, a merge between tradition and avant-garde that shows its presence in the form of cut and fabric innovation.

“I saw something missing between the most classic sewing and the extravagance of the new designers. I could bring a new vision without giving up the classicism of traditional sewing, and experiment with new fabrics and cuts.”

Aiming to offer a complete wardrobe, Mans can be classified as a fusion of  classic tailoring that is made suitable for upcoming generations. The award aims to help young designers like Jaime Álvarez launch and promote their brands through providing financial rewards and exposure in the fashion industry.

Aybuke Barkcin

Aybüke Barkçin is an art director, photographer, curator and writer that looks at fashion through the lens of political and societal dynamics. She completed her master's Creative Direction in POLIMODA, Italy and has a background in International Relations and Graphic Design. Her work can be found in her website: