By Ching Yu Lin
The men’s collection is aimed at the young man who is in tune with current fashion trends. This is exemplified in the acronym which gives the brand its name, a shortening of the Latin expression Homini Emerito, “a man who enjoys his rewards in keeping with his merits.” The H.E. logo is a unicorn. Mango H.E., the first men’s line from MANGO, hit stores in 2008.
The 2011 Spring and Summer H.E collection has a new image: Gerard Piqué. His success and professionalism, as well as his imposing and elegant image, were key to this signing. Style, charisma, and a winning attitude were key characteristics the brand considered when they chose Piqué, who in 2010 won the World Cup with Spain in South Africa. He embodies the type of man the brand wishes to dress: a young and carefree man with personality and his own style.
With this collaboration, the men’s fashion brand, which until now has counted on the presence of young models for its campaigns, is moving towards the strategy adopted by MANGO, which since the beginning, has chosen famous faces to star in its advertising campaigns.