THE MEN OF MARIO TESTINO’S #TOWELSERIES

What began as a small studio experiment became one of Mario Testino’s most recognisable visual ideas. The #TowelSeries started as an invitation for people to show up as themselves. No styling, no script, just a towel and the freedom to wear it however they wanted.

“The towel is not a garment,” Mario has said. “There’s no right way to wear it. You can do anything you want.”

The concept grew quickly. What began as an instinctive studio moment turned into a long-running portrait project that captured how people express confidence and individuality. First came the models and muses, then the athletes, actors, and musicians. Each brought their own presence and rhythm.

The men of the #TowelSeries brought something different. From Pharrell Williams to G-Dragon, Neymar, David Gandy and Odell Beckham Jr., these portraits show how masculinity can be both assured and unguarded. The towel became a leveller, a simple, neutral fabric that removes artifice and allows personality to come through.

Among them is Derek Zoolander, the fictional model played by Ben Stiller. His appearance was no parody, but a playful exchange between fashion and film. The connection traces back to Testino’s promotional campaign for Zoolander 2, when he photographed the character both for the #TowelSeries and a limited-edition Cîroc vodka bottle celebrating the film’s release. By bringing a satire of modelling into one of his most intimate portrait series, Testino blurred the boundaries between pop culture, irony, and art.

What gives the #TowelSeries its lasting presence is the tension it holds. Each image feels both instinctive and precise, relaxed yet intentional. The towel acts as a leveller, a soft, neutral frame that dissolves hierarchy and exposes the person behind the public image. The men meet the viewer’s gaze, unguarded but aware of their own mythology. Together, these portraits form a continuum that stretches from classical composition to the digital age, capturing fame not as performance, but as human expression.

What gives the #TowelSeries its strength is how it balances ease and intention. Each image feels natural but deliberate, personal but composed. The men look straight at the camera, aware of how they are seen, but comfortable in that space. The work connects classical portrait traditions with a digital generation, showing fame not as performance, but as presence.

Over time, the series has become a marker of how portraiture and the way we look at ourselves have changed. Testino’s approach was never about spectacle. It was about confidence without the costume, beauty without the barrier. The #TowelSeries remind us that power often lies in restraint. The less you reveal, the more there is to feel.