An Event for the Modern Gentleman
At the newly opened fashion house Ikona in Ljubljana, we hosted an engaging event in collaboration with Gntlmn STL and renowned hairstylist Robert. The gathering brought together a thoughtful crowd to explore the evolving landscape of men’s fashion culture.
In my keynote talk, I presented the foundations of contemporary men’s dress culture—a topic that resonated deeply with the audience. Our discussion naturally expanded into the broader context of style in our region, highlighting how men’s fashion, though traditionally less complex than women’s, is becoming increasingly dynamic, expressive, and diverse.
Today, men confidently wear pink, sport a green carnation on their lapel, and dedicate significant attention to grooming—especially hairstyles and facial hair. The resurgence of beards and moustaches is more than a trend; it’s a cultural shift.
Historically, in the former Yugoslavia, beards carried strong connotations. They were often linked to an unkempt Eastern European aesthetic and were sometimes perceived as a way to obscure identity—both literally and symbolically. In Western circles, facial hair was often seen as a sign of neglect or lack of discipline. Even President Josip Broz Tito reportedly disapproved of beards, associating them with četnik soldiers.
But times have changed.
Our guest expert, hairstylist Robert, shared his insights into the modern beard—now a defining element of male self-expression. While movements like Movember have raised awareness about men’s health through facial hair, today’s beards have moved beyond symbolism into the realm of fashion and identity. Historically, beards signified strength, wisdom, and status. Even Egyptian queens and rulers wore them as expressions of power. Our conversation touched on everything from historical significance to modern icons—including Eurovision stars who’ve made facial hair part of their signature look.
Of course, maintaining a stylish beard takes effort: regular grooming, combing, specialised products, and a clear understanding of the personal message it conveys.
Following our discussion, we explored a curated selection of outfits from Ikona, enhanced with well-chosen accessories and standout footwear. Among the highlights were New Balance sneakers—a legendary American brand celebrated for its craftsmanship and comfort. We also styled suede-inspired shoes, reminiscent of the classic Clarks desert boot. Originally launched in 1950 by the British company Clarks, these soft suede shoes quickly gained international popularity and remain a smart-casual staple. With the right styling, they even lend themselves to relaxed businesswear.
Ultimately, the modern man has more tools than ever to shape his visual identity. But with this freedom comes a shift in habits—perhaps now, it’s not the wives waiting for their husbands to get ready, but the other way around.