ZEM x The Fashiontourist Autumn/Winter 2013 Campaign

ZEM’S new A/W 2013 collection shows a distinct shift in style, and reads as a tamer approach to design compared to designer Samira Algoe’s earlier work, whose archetypical menswear in the past has ranged from a peplum layered skirt, to a dashiki-inspired cloak – even a frosted cape. The new line, titled Core, is Algoe’s quiet attempt to return to her origins – aesthetically and literally.

Shot by street style photographer The Fashiontourist, ZEM’s campaign for its new collection takes place on the vibrant streets of Amsterdam, Algoe’s hometurf, and takes an in-the-moment editorial glance at the pieces of Core. Basic, but sturdy – in a very Patrik Ervell way – the core pieces of Core are the classic staple products any hip man should own – a robust quilted jacket, skinny jeans, a clean oxford shirt. While there is no denying Algoe’s Core is a well-made line, it’s the boldness of her past work that we’re still missing.