For a long time beauty was treated as a woman's thing, and a man who reached for it was reaching for something not his to hold. This series does not entertain that.

Bloom is growth, and nothing grows without tending. The part you notice first is the makeup, the lip and the eye, still read as borrowed from women. Underneath it is the quieter habit, skin and hair looked after, a man caring for himself at all. That is the root. The flowering is only what self-love looks like once it shows.

The project is Sergio Colon's, his eye and his camera. The casting was ours, looking for men who could wear it and still fill the whole frame, men who would not flinch at being seen tender.

Masculinity in bloom. Not given to them. Grown by them.