Parker & Co. first established in 1895, is now led by father and son team Victor and Christian Tana. The pair take inspiration from their international travel to Italy, returning with a collection of curated items to their store in Australia. Specialising in luxury clothing, Parker & Co. seamlessly blends artistry with aesthetics, crafting a new movement within the Australian fashion sphere.
“We focus on craftsmanship, fabrication and fit, offering everything from formal suiting to relaxed, modern occasion wear with a distinctly European sensibility,” said Tana.
The company’s collaboration with leading fashion houses including Zegna, Brioni, Pal Zileri, Kiton and Canali ensures there are “exceptional fabrics and craftsmanship across all categories of wedding dressing … from the suit to the shirting, to shoes and cufflinks or a lapel pin,” said Tana. The entire process from start to finish is designed to feel “effortless and work within the wedding brief and budget,” he said.

WHAT IS SOFT MASCULINITY? 

What you wear says a lot about you as it’s how you express yourself to the outside world. Clothing forms perception, and on a day as important as that of your wedding, feeling truly like yourself is most important. Tana says that “romance is emerging through fabrication and silhouette,” continuing to explain that “we’re seeing softer cloth, fluid drape, and a greater appreciation for garments that feel personal rather than purely formal.” The term soft masculinity is for those seeking comfort and style all at once, first gaining mainstream popularity online in the 2010s. Now, the term is used to define outfits which embody the effortlessly cool aesthetic. Gone is the time of restricted movement found in rigid and overly formal wedding suit styles. Grooms have started to branch out and, as such, this shift in style has been noted and defined.
“Soft masculinity is about feeling comfortable in your own skin; less structure, more ease, and a focus on pieces that feel natural rather than forced,” explains Tana.
With the trend cycle returning to an emphasis on comfort above all else; contemporary, relaxed formalwear is where movement, form, tone and texture shines. Groomswear has had an ever-growing demand for lighter colours; think soft neutrals, washed tones and muted pastels. Further, the importance of “luxurious fabrics that move naturally” and “soft tailoring … has become highly desirable in the last couple of years, especially for outdoor or destination weddings,” Tana said.

REMEMBER: LESS IS MORE

With infinite suiting options available on the market, it can be difficult to know where to begin to get that effortless look, but Tana explains the basics.
“Start with fabrication, choose a cloth that feels beautiful to wear,” once the material is decided, it becomes infinitely easier to move onto the next step. If you’re still stuck on what to look for, Tana would go on to explain that you should search for “something with softness and movement … simplify the structure and keep the palette restrained.” The importance of feeling comfortable on your wedding day cannot be understated, after all it is an extensive day! Tana places importance on the fact that material is “particularly important for a day that spans many hours and moments, especially in the warmer summer months.” Unstructured tailoring is lighter, breathable and “allows the garment to move with the body rather than against it.” The effortless aesthetic is in, and as Tana goes on to explain, “the result should feel natural and not overtly styled.”