ITS Contest 2026 – William Palmer – The Breadwinner

William Palmer playfully critiques British masculinity using humour and satire to subvert rigid, hyper-masculine ideals. Inspired by personal experiences, he reflects on the pressures of financial success and societal expectations on the “breadwinner”, the family member earning the most money. A duffle bag shaped like a loaf of bread humorously embodies this theme, while bite mark motifs represent imperfection in a perfection-driven world. Childhood prank rituals like the “wedgie” - when someone’s underwear gets pulled up tightly between the buttocks - are reimagined through underwear-hoodie hybrids, blending playfulness with adult masculinity. Channeling the cheeky energy of lad culture, the collection questions toxic traits while proposing a more open, vulnerable, and expressive vision of masculinity. Project selection motivation William has that rare gift of being able to treat sociopolitical topics with grand irony and apparent lightness, an ability that popularises what is complicated in appearance through lightness and clarity of vision. But to have such a rare intellectual ability is one thing, to translate that into perfectly executed garments which speak for themselves the same ironic language, creating coherent looks, is another. Williams’ garments are a feast for the eyes because they powerfully express British masculinity from its most playful yet patriarchal outpost. One of the reasons - the other being beauty - for being selected.