Paul Hupfer gets soaked, suited and cinematic at Lake Como
Soaked wet model Paul Hupfer stars in “The Last Weekend,” an MMSCENE STYLE STORIES editorial photographed and art directed by Oksana Baranchykova at Lake Como.
The whole story lives in that very specific end-of-summer mood: water, stone, soft light and menswear that looks polished without feeling too precious. Hupfer moves through the lakeside setting in a series built around quiet luxury, texture and a little bit of beautiful dishevelment.
Model Behavior
Paul Hupfer — The Last Weekend
Lake Como, sharp menswear and one very wet Paul Hupfer. Sometimes the concept really does explain itself.
Some links may be affiliate links. INYIM may earn from qualifying purchases.
Styling is by Momson, with makeup by Edoardo De Falco at WM Management and hair by Jury Mangone. The team keeps everything restrained enough that the location and Hupfer do most of the talking.
That restraint is what makes the editorial work. Instead of turning Lake Como into a postcard, Baranchykova uses it like atmosphere. The images lean into the tension between tailoring and water, polish and looseness, the dressed-up man and the feeling that the weekend is already slipping away.
Canali appears in the story, including a full look highlighted by MMSCENE. It is a natural fit for an editorial this controlled: Italian tailoring against Lake Como could have gone very formal very quickly, but here the styling keeps it lived-in and slightly undone.
The Last Weekend makes quiet menswear feel a little dangerous
MMSCENE frames the editorial as a final escape before the season turns, and that idea carries through the images without needing a complicated narrative. Hupfer is not over-styled into a character. He looks like someone caught between leaving and staying — which is much more interesting.
And yes, the soaked-through shots are obviously the ones that stop you. But the reason they work is the contrast: proper menswear, serene Lake Como, and Hupfer looking like the weekend got a little less proper than planned.
Photos: Oksana Baranchykova for MMSCENE.
It is a simple setup, but a strong one: one model, one lake, great clothes and just enough water to ruin the idea of keeping everything immaculate.
Source: MMSCENE.
