Inside A.A. Spectrum’s New Era with Creative Director Kevin Tallon

With more than 25 years of experience spanning design, trend forecasting, and creative strategy, Kevin Tallon has built a career around connecting cultures through menswear. Born in Geneva to an English father and Swiss mother, before studying at Central Saint Martins in London, Tallon has worked with everyone from Katharine Hamnett and Maharishi to luxury groups including LVMH and Kering. His career later took him to China, where he spent a decade immersed in the country’s rapidly evolving fashion industry, giving him a unique perspective on the dialogue between Eastern and Western design.

Now Creative Director of A.A. Spectrum, Tallon oversees the brand’s creative vision from its Geneva design studio, working closely with the production team in China to develop a contemporary menswear wardrobe rooted in craftsmanship, functionality and cross-cultural exchange. Since joining the brand as a consultant in 2019, before stepping into the creative director role, he has helped refine A.A. Spectrum’s distinctive identity, balancing architectural silhouettes with wearable, thoughtfully constructed garments.

We caught up with Tallon during Paris Fashion Week for an exclusive preview of A.A. Spectrum’s Spring/Summer 2027 collection, Shifting Forms. Drawing inspiration from the cultural shift of men embracing femininity in the 1970s, the collection combines traditional Chinese craftsmanship with European music and fashion references to create a wardrobe that feels both directional and timeless. Hybrid silhouettes, transformable outerwear, hand-crafted detailing and an uncompromising focus on longevity reflect Tallon’s belief that modern menswear should be as considered as it is wearable. Ahead of the collection’s debut, he spoke to us about his fascination with Chinese culture, challenging perceptions of “Made in China,” and building a brand between Geneva and Beijing.

We have been covering A.A. Spectrum since they first launched in Europe and have seen them develop. What attracted you to the brand, and why was this the right moment to come on board?

I’ve always been interested in cross-cultural dialogue. Throughout my career, I’ve explored the intersection of Western culture, particularly British menswear, and what I was witnessing in China. What attracted me to A.A. Spectrum was that same sense of exchange. The brand was already having conversations about culture, identity, and contemporary life, and I felt there was a natural connection with my own work. When I met the team, I was impressed by how hands-on they were and by the fact that they had built a genuine design studio with strong production capabilities. It felt like the right environment to develop ideas in a meaningful way.

Before joining A.A. Spectrum, what experiences most shaped your approach to design?

One of the biggest influences was working with Katharine Hamnett. She was a real pioneer. Beyond the clothes themselves, she used fashion as a platform to communicate values, whether that was sustainability, organic cotton, or broader social issues. She understood that a collection could carry a message. That had a huge impact on me. At the same time, I was always fascinated by menswear archives, military clothing, tailoring, and the stories embedded in garments. Those influences continue to shape how I think about design today.

Has working with A.A. Spectrum allowed you to explore Chinese culture and history in a deeper way?

I’ve had a long-standing fascination with Chinese culture, but my understanding really deepened through lived experience. Over the last twenty years, I’ve worked closely with China, including spending ten years living there. That gave me a firsthand understanding of the culture, the market, and the incredible evolution of the country’s fashion industry. What interests me most is the exchange between cultures. Fashion today isn’t about looking at a single reference point anymore; it’s about understanding different histories, traditions, and perspectives, then bringing them together in a contemporary way. That’s something A.A. Spectrum allows me to explore every day.

There’s still sometimes a stigma attached to “Made in China” in the European market. How do you respond to that?

One of the things that attracted me to A.A. Spectrum was its unique structure. We have a creative studio in Geneva, Switzerland, combined with deep production expertise in China, which creates an exciting dialogue between design and manufacturing. My goal is to build on those strengths, continuing to refine the product while creating a stronger sense of community around the brand. I want people to connect with A.A. Spectrum not only through the clothing but through experiences, events, and shared values. The human connection is incredibly important to me, and I think that’s where the future of the brand lies.

How would you describe the DNA of A.A. Spectrum?

For me, it’s about existing between opposites. The brand isn’t interested in black-and-white definitions. It’s about what happens in the space between cultures, between masculine and feminine, between utility and emotion. There’s a romantic and poetic side to the work, but it’s balanced by functionality and practicality. That’s where the energy of the brand comes from.

Your work often references military clothing and workwear. How do those influences appear in your designs today?

I still love military garments, workwear, and archival references, but fashion has changed. Today, everyone has access to the same information. It’s not enough to simply recreate a reference. The challenge is to reinterpret those influences in a way that feels intelligent and relevant. I’m more interested in combining different worlds and creating something new than reproducing the past.

What is your vision for A.A. Spectrum moving forward?

I want to build on the strengths that already exist within the brand. A.A. Spectrum has strong foundations in design, production, and craftsmanship. My goal is to continue refining the product while creating a stronger sense of community around it. I want people to connect with the brand through experiences, events, and shared values, not just through clothing. The human connection is incredibly important to me.

How do you want people to feel when they wear A.A. Spectrum?

Ultimately, it starts with the product. The clothes need to feel good, function well, and be beautifully made. But beyond that, I want people to feel confident and comfortable. I want them to feel like they’re wearing something distinctive, something with character and purpose. The goal is to create pieces that become part of someone’s life rather than something that’s worn for a season and forgotten.

What do you think the fashion industry needs to rethink today?

We need to reconsider how we produce and consume clothing. The industry is still operating on systems built around mass production and overconsumption. There’s a growing need for more flexibility, more responsible production, and a better understanding of value. At A.A. Spectrum, we’re focused on creating products with longevity and purpose rather than simply producing more for the sake of it.

Credits: Portrait by Jeff Yuu; Collection imagery by Nikolas