Sports and television have always had a prolific, if rather a pint with the boys kind of relationship. So Dirk Bikkembergs and a TV Samsung collaboration is not unusual: complete with cargo shorts, nineties mesh, wide framed sunglasses, and lots of tight spandex, the label’s SS13 menswear collection demonstrates a footballer chic, more in line with the Beckham babes of football (and our vested interest). In fact, we see this collaboration as an evolutionary step in manly man dynamics — more straight up martini, less canned beer, and us glued to Samsung telly sets.

So if  men’s fashion (and models) make your heart a flutter, then Dirk Bikkembergs‘ exclusive launch during Milan Design Week would have sent it racing. For the label’s exclusive launch party with Samsung, window watching wasn’t just necessary, it was mandatory for any lover of technology and fashion (and male models), as the flagship’s windows were decked out with the Samsung 2013 collection of Smart TVs, all of which featured Dirk Bikkembergs‘ very dynamic Active Video. Dedicated to the SS13 menswear collection, the video features athlete-model-human demi-god Diego Miguel jumping, sliding and looking genuinely hot/cool. Alright, we’re sold.

By Elise Marraro

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