Start-Up Journal: 100% Love, Courage, and a Dash of Humor

New Muse found in an ordinary Saturday afternoon: Mahmood

Image: Carne Bollente (IG)

WHO IS THIS GUY?

While scrolling through Instagram today in search of some brand inspiration, I randomly came across a photo of @mahmood. Curious, I clicked on the account and was shocked to see nearly 2 million followers! My first reaction was, "Who is this guy?!" But as I browsed through his looks, I was captivated.

Bold, gender-fluid, over-the-top combinations, sex positive and definitely quirkiness. I’m a fan!

In Asia, his name might not be well-known, but Mahmood is actually quite a big deal. He’s a Milan-raised Italian-Egyptian, and according to Reddit, he's been dubbed the “first Muslim gay singer to represent Italy at Eurovision,” where he came in second place in 2019. His music, influenced by Frank Ocean, often mixes English and Arabic into his Italian lyrics. His duet with Blanco, BRIVIDI, has garnered over 100 million streams worldwide.

Image: Mahmood (IG)

Mahmood: “Fashion has a purpose, and should be used to send a message”

A regular in the front row of Prada, Balmain, and Burberry, Mahmood has a special bond with Burberry's creative director Riccardo Tisci. (How am I not surprised?!) In 2020, Tisci personally selected Mahmood for a major campaign shoot, and even invited him to perform at Burberry’s Fall/Winter 2022 show. During a GQ Italia interview, when asked to define his style, Mahmood casually dropped, “Fashion has meaning, it should be a tool to communicate.” Yup, rappers always know how to keep it real.

Mahmood & Tisci, Image: Mahmood (IG)

Mahmood: “Fashion has a purpose, and should be used to send a message”

Scrolling through his IG, his fashion vibe is off-the-charts "non-mainstream"! Every element screams Libremuv’s favorite tags—wild color and texture mashups, playful sex positive and quirkiness, and an inclusive, diverse flair! On what seemed like just another ordinary weekend,
Libremuv joyfully stumbled upon a spontaneous new brand muse.

Some looks Libremuv adores