Acclaimed New York menswear designer Robert Geller will be launching a new line, dubbed Gustav Von Aschenbach. The first collection will be shown for spring/summer ‘18 during NYFW: Men’s at Cadillac House, July 11 at noon as part of the official calendar.
Gustav Von Aschenbach takes its name from the main character of Thomas Mann’s famous novel, Death in Venice. Like many of Mann’s literary works, Death in Venice, is steeped with references to contemporary influences ranging from music -Gustav Mahler gave the character his name- to Freud’s findings in psychology as well as classicist references to Greek mythology. Additionally through its suffix “von” the name evokes a “tongue-in-cheek” nobility.
Geller takes these German references to update them with contemporary elements. “It’s about wearability, comfort and ease, new, special yet wearable shapes, a great product at a great price point,” said Geller. “It’s also a continuation of the designer’s exploration of color that we are so familiar with from his namesake collection.”
The latter is transforming in accordance to the fast changing times and will adopt the see now, buy now model. Spring/summer ‘18 will be shown to buyers during market week in July 17 but will be unveiled to the public only when it hits stores next year.
The designer who has recently been nominated for the coveted CFDA menswear designer of the year award reflects on the new developments as an opportunity to embrace a more sustainable model that is closer to what the consumers want and available when they want it.