House of Fraser Blog

This can’t be happening…Dad is…fashionable?

The news that quilted jackets, waxed jackets, tweed, Barbour, Hunters and all other Dad country classics are back is difficult enough to swallow. But beards? Seriously?

Dad Cool is reaching new and almost uncomfortable levels…

You can barely walk down the street without seeing a beard. They’re everywhere! And this isn’t trendy stubble or defined moustaches – we’re talking full on cornflake-capturing, finger-stroking BIG bearded beauties.

It’s like there’s been a hair fertiliser leak in our water system and only the menfolk are being affected…

But it hasn’t come out of nowhere, fertiliser theory or no – in fashion terms the beard makes perfect sense. Two of the biggest trends this autumn are Woodcutter and Country Gent, both heralding the return of that most mythical of creatures – Real Man.

As a result, our favourite fashion brands have been quick to book themselves a bearded Real Man for their AW10 ad campaigns. So far beards have been spotted in campaigns from J Lindeburg, Hugo Boss, Henri Lloyd, French Connection, All Saints and Jack Jones – to name a few.

So that’s it chaps – step away from the razor and beard it up for serious Real Man kudos, check out the accompanying fashion too…

See Woodcutter

See Country Gent