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In 2024, Berluti unveils each collection by following men as they follow their passions, journeys, sense of elegance. Each of them embody in their own way a vision of the Berluti style whether they are entrepreneurs, sportsmen, artists. Berluti follows Entrepreneur Lounes Mazouz as he wears the Maison’s latest collection on the streets of New York.

“My name is Lounes Mazouz; I live in New York City. The New York lifestyle is, as Frank Sinatra used to say, if you make it here you can make it anywhere. If you’re a go-getter, you’re a New Yorker."

The first time Franco-Algerian entrepreneur Lounes Mazouz visited New York City, it was kismet. “I was 26. I had been traveling for a while and came here almost accidentally, but the minute I stepped outside the airport to catch a cab I was hooked. Everything felt so hectic, messy and loud”, he says. “By the time I crossed the Brooklyn bridge, I had made it my mission to one day live here.

Growing up between Paris and London, in a family of restaurant owners - Mourad, his father, is the founder of Sketch and Momo, among other iconic spots -, Lounes spent his childhood in restaurants and cafés. “We didn’t always have babysitters, so I spent a lot of time doing my homework, playing, eating and even sleeping there. I came to love it: the music, the food, the sophisticated atmosphere… Perhaps not surprisingly, I ended up working in hospitality myself.” After graduating from Cornell University (four hours away from New York by car, which didn’t deter Lounes from visiting the city every two weeks), he finally moved to Manhattan.

Today, Lounes owns and runs Ella Funt, a Neo-bistro offering an eclectic take on French cuisine. Located on 78 East 4th Street, around the corner from the Bowery, the restaurant and its welcoming atmosphere pay homage to the transgressive, rich cultural history of New York. “The East Village is definitely one of the most interesting areas in the city. Here, small businesses are still around, as is the mix of people that is all but disappearing elsewhere”, he says. Still, Lounes admits to loving all of New York, from the elegant sidewalks of the Upper East Side to the cool vibes of Chinatown. “I do love the clash of styles”, he says. “And the non-judgmental attitude of New Yorkers. You could be wearing the most ludicrous outfit in the subway at 7 A.M., and no one will so much as look up from their newspaper.”

To Lounes, Berluti represents “the ultimate French menswear Maison. There’s such attention to quality, craftsmanship and detail, yet there is often a delicate sense of quirkiness that keeps things bold.” What he loves most about the Berluti pieces in his wardrobe is their intriguing potential. “They are never out there, yet there is not a day when I wear them that I don’t get asked where they come from. That’s true chic.”

Strolling down the Lower East Side and the Financial District, Lounes models Berluti’s Spring 2024 collection, a quintessential wardrobe for modern life where individuality meets adaptability, substance meets lightness and exceptionality meets ease. From an eye-catching Jungle Green suede bomber jacket and a functional water-resistant grey car coat to a versatile V-neck sweater, a chambray shirt and, of course, leather goods including patinated bags from the new Jour Soft line and the B-Volute bags, shoes and belt, Lounes makes the latest Berluti offering his own, walking away as the sun rises above the Manhattan skyline.

Anchored in everyday savoir-faire, Berluti’s Spring 2024 collection explores the fusion of contrasts that shapes contemporary masculine dress codes. Blurring the lines between fabric and leather, ready-to-wear focuses on lightness and functionality through pieces like a suede and tech wool charbonnier jacket, a suede-and-cotton paneled military jacket, and cotton-silk knits subtly evoking the Scritto motif. A mix and match of Berluti signatures, the new B-Volute integrates a metallic motif inspired by the staircase in the historical Rue Marbeuf store to a collection of loafers, bags and belts made of grained leather. Completing its leather goods offering, Toujours Soft uses supple Venezia leather in a selection of messenger, satchel and weekender bags to create a relaxed attitude with trademark craftsmanship and details.

The Spring 2024 collection is available in Berluti stores worldwide and on the e-shop.

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