Jaguar F-TYPE presents Desire

Video source - Jaguar Cars Youtube channel

To promote the launch of its new F-TYPE sports car, Jaguar has enlisted the help of Ridley Scott Associates to produce this 14-minute short film called Desire.

With the F-TYPE cast as the leading star, the supporting roles go to Homeland star Damian Lewis and Shannyn Sossamon and an exclusive track penned by Lana Del Rey (although the F-TYPE itself provides a rather delicious soundtrack from its throaty exhaust note). The dramatic short film is beautifully shot with the car featuring in almost every scene without it feeling like its being shoved in our faces in some product placement deal (think Skyfall). It lurks out of focus in the background in some shots but is ever present, a nice metaphor for the British understated beauty of a Jaguar.

Anyway, enough rambling. Turn up the volume, hit the full screen button and look out for a scene in which the impressive specs of the car are equally impressively written into the tense script.

Men's SS13 Trend - Camouflage

1. Box Fresh | 2. Revolution | 3. French Connection | 4. River Island | 5. HUF | 

6. ASOS | 7. Stance | 8. Komono | 9. Mi-Pac | 10. Friis Company

One of the hottest trends in mens fashion this Summer is the camouflage print. If the bright 90's driven neon and tie-dye comeback isn't your thing then the camouflage print will be the perfect "anti-bright" trend. Camouflage as a fashion trend has always been around and for decades it has been worn in the inner-cities and urban environment, but for Spring Summer '13 the catwalk has embraced the return of the enduring camo/military theme. Designers such as Dries van Noten, Comme des Garçons and Valentino have all showed a contemporary and fitted interpretation of the traditionally loose-fitting and baggy military attire.

I had to show immense self control and discipline when putting this post together as I literally wanted to buy all ten items above! The highlights for me are the HUF 1984 Woodland Camo Sneakers and the lightweight jacket from Danish brand Revolution. Even the bumbag by Friis Company looks awesome in camo print, if only bumbags were cool again! Having said that, the 90's are making a comeback so I say bring on the fanny packs.

I have been on the lookout for the perfect camouflage jacket for a while now and the camouflage trend couldn't have come at a better time for me as I was beginning to lose patience and about to give up! I have always loved how a piece of clothing that started life in a purely functional and important role has been adopted by youth and pop culture as urban streetwear. For me, that is the beauty of fashion, that there are no boundaries, and there are no rules. What one person might dislike may go on to be the hottest trend of the season.