I came across this editorial photographed by Berthold Rothas for Bullett Magazine and was immediately struck by how much it reminded me of Alec Soth's work for his series and book, Broken Manual. According to Steidl books, Broken Manual "...investigates the places in which people retreat to escape civilization....[Soth has] created an underground instruction manual for those looking to escape their lives." While the two projects function in different ways and serve different purposes, the visual aesthetic is clearly similar. Rothas' photographs are intended to be seen in the commercial world, ultimately marketing the designer brands that the 'wild man' wears. The model 'escapes' into the wild with the civilized world literally on his back. Bullett and Rothas utilize and reference the visual vocabulary set forth by artists like Alec Soth and make the aesthetic both trendy and commercial. This isn't the first time we have seen the wild man aesthetic adopted into the fashion world; beards are a popular look on male models today. I think Rothas does a great job of capturing this 'wild man' and slightly voyeuristic aspect of Soth's work and reworking and reinterpreting the themes in a commercial and fashion setting.
Images from Alec Soth's 'Broken Manual' Series:
'Into the Wild' photographed by Berthold Rothas for Bullett Magazine: