Mon, August 27, 2012
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Fashionista: Paint It Black

2012-08-27 09:38:03 GMT2012-08-27 17:38:03(Beijing Time)  City Weekend

He might always be dressed head to toe in black, but don’t call Martin Couture "goth." His style is more obsession noir.

“I've been wearing black—only black— since age 14 because it is chic and just ‘fits by itself.’ I guess black is a certain état d'esprit, but not necessarily a negative one.” Not negative at all, especially when featured on a man who feels very comfortable in front of the lens.

Now a business developer for a digital creative agency, Martin once used to be a model in Tokyo for brands like Julius, N.Hollywood, Yasuhiro Mihara and Factotum, and appeared in Gap Press, Fashion News, Popeye and Outlook (China).

“I don't consider myself a ‘brand’ person ... I just like to wear nice things,” he says. To find these so-called “nice things” in Beijing, Martin heads to I.T in Sanlitun, which features some of his favorite designers, Julius and Damir Doma. He confides that if he were a woman he would definitely be shopping at Tsumori Chisato (also in Sanlitun).

In Martin’s opinion, compared to Japan—his greatest source of aesthetic inspiration—China still has a ways to go. “In China, there is some interesting stuff going on, but not on a level that would catch my eye yet. The scene needs another 10-15 years to enter an active phase where people not only consume fashion, but where creators export original, unique, Chinese fashion (other than the typical chinoiseries like qipaos and Mao suits).”

Martin is looking forward to the cooler months ahead when he can throw leather in the mix and simply be more “animal.” We leave you with some fashion tips from this sleek geek. “I think the new cool is to wear a very expensive bespoke suit one day and the next day a simple plain black T-shirt with a pair of jeans; the rest is in the attitude.”

Name: Martin Couture

Nationality: Quebec, Canada

Occupation: Creative and Business Development for


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