The Evolution of Men’s Fashion in Australia
The era where men felt intimidated by the simple act of holding a woman’s handbag is gradually fading. While white speedos and pink shirts may still cause some discomfort, the modern male is becoming more confident in embracing fashion accessories that were once considered exclusively feminine. Celebrities like Harry Styles, Oscar nominee Jacob Elordi, and rapper A$AP Rocky have been seen carrying clutches and handbags, challenging traditional gender norms and paving the way for a new era of style.
Luxury brands such as Chanel, Dior, and Bottega Veneta are leading the charge in promoting the acceptance of accessories among men globally. In Australia, 88-year-old brand Oroton is playing a key role in helping men transition into the world of totes and handbags.
Sophie Holt, creative director at Oroton, notes that Australian men have historically lagged behind their European counterparts when it comes to accessories. However, she believes the time is right for change. “I feel like the Australian man is finally embracing fashionability,” she says.
A New Era for Oroton
Oroton’s former men’s range was characterized by bland, masculine items such as briefcases, toiletry cases, and black underpants. These products disappeared from shelves after Will Vicars acquired the struggling brand in 2018. In their place, the new Oroton For Him collection features relaxed briefcases, suede totes, and weekenders in conservative browns and blacks.
Holt has plans for future collections that will introduce more adventurous silhouettes, colors, and materials. This expansion will be accompanied by a men’s ready-to-wear line launching nationally in flagship stores and outlets within 12 months.
“It’s all about finding fresh ways to grow Oroton as a lifestyle brand. The clothing line will be part of that and the bags are a great introduction,” she explains.
The Growing Market for Men’s Luxury Bags
The global men’s luxury bag market is expected to grow significantly, from $12.2 billion this year to $18.4 billion in 2035, according to a January report from Global Market Insights. This growth reflects a shift in consumer behavior and an increasing acceptance of men’s accessories.
Holt observes that even five years ago, many Australian men were hesitant to use a tote. However, she believes this attitude is changing. “The time is right,” she says.
A Personal Perspective on Men’s Accessories
Retail entrepreneur Amanda Rettig, founder of bag brand A-esque, shares her own experience with men’s accessories. She grew up watching her father confidently carry a small leather bag with a wristlet strap, and her grandfather did the same. Despite this, she has not pursued a dedicated men’s line for her brand.
“Men have gravitated to our bags since we launched because the styles are pretty androgynous … so it’s not intimidating,” Rettig explains. She notes that men are drawn to capacious totes produced in A-esque’s atelier in inner-Melbourne Richmond.
Rettig is also observing a gradual shift in men’s preferences towards styles closer to her father’s modest bag, without a wristlet. This trend is being explored in a new boutique in nearby Armadale.
“They are finding their way towards clutches, but it’s not necessarily driven by fashion. Men appreciate the quality and the craftsmanship of a bag as well as the practicality.”
She adds, “It’s all about appreciating style. We are slowly catching up to European men. We don’t call them manbags.”
Embracing Style and Practicality
As men become more open to accessories, the focus is shifting from just fashion to a combination of style and practicality. Brands like Oroton and A-esque are leading the way by offering high-quality, versatile options that cater to the modern man.
This evolution in men’s fashion reflects a broader cultural shift towards inclusivity and self-expression. Whether it’s through a sleek tote or a stylish clutch, men are now embracing the idea that fashion can be both functional and fashionable.
