Samuel Mark: The Debut of PLAN B EXPERIENCE at Malta Fashion Week

Following the debut of PLAN B EXPERIENCE  at Malta Fashion Week 2026, Samuel Mark reflects on transformation, identity, and the creation of a fashion world that goes far beyond clothing.

Today, PLAN B EXPERIENCE is recognised as a fashion label, but its story began long before its runway debut at Malta Fashion Week. Looking back, where did it all begin?

It all began with Plan B, but even then, my vision was much bigger than creating another barbershop.

I wanted to build a place where people could experience transformation through service, atmosphere, design, and human connection. A haircut was only one part of that journey. What truly fascinated me was identity—how people see themselves, how they carry themselves, and the impression they leave on the world.

Over time, Plan B evolved into a lifestyle concept that brought together grooming, hospitality, Monolith Specialty Coffee, private spaces, design, and eventually, fashion.

My foundation in fashion began through formal studies, while my creative development continued through entrepreneurship, experimentation and the process of building brands and physical environments.

That’s why PLAN B EXPERIENCE was never conceived as a separate business or simply another direction. It became the natural evolution of a vision that had already been taking shape.

At what point did you realise that the story of Plan B should continue through fashion?

For me, grooming and fashion have always been closely connected because both shape how people see themselves and how they’re perceived by others.

A haircut can change the balance and proportions of the face. Clothing influences posture, movement, and presence. A thoughtfully designed environment can give someone confidence before they even speak.

Those principles—precision, proportion, identity, and experience—have become the foundation of everything I create.

Working on Plan B gave me the opportunity to meet people every day and understand how deeply appearance, atmosphere, and emotional well-being are connected.

The brand simply translates that understanding into clothing.

I’ve never seen the relationship between grooming and fashion as a marketing strategy. To me, it’s a philosophy. Both explore transformation and the continuous process of shaping personal identity.

How would you define the philosophy behind PLAN B EXPERIENCE?

At the heart of the brand are three core ideas: transformation, discipline, and identity.

I’m fascinated by the moment when someone chooses to leave behind an older version of themselves and consciously move forward.

That’s why black became the foundation of our visual language. For me, it’s far more than a colour. It removes distraction, allowing proportion, texture, movement, and intention to take centre stage.

I create clothing for people who don’t seek attention.

They already possess quiet confidence.

I want every garment to feel like modern armour—protective without concealing the person, powerful without becoming aggressive, and distinctive without relying on unnecessary embellishment.

Ultimately, it’s a conversation about the journey between who we once were, who we are today, and who we still have the courage to become.

How did The EXPERIENCE come to life?

The title The EXPERIENCE was intentional from the very beginning. For me, it became an exploration of the psychological and emotional process of transformation—the moment when someone leaves one version of themselves behind and consciously chooses another.

The nineteen looks were presented almost entirely in black, allowing silhouette, texture, and movement to become their primary language.

Elongated forms created a sense of vertical tension, while wide trousers introduced both weight and fluidity. Structured panels disrupted familiar proportions, and matte, satin, and reflective surfaces interacted with light in different ways, constantly changing how each look was perceived in motion.

Extended threads and asymmetric details held particular significance for me. They symbolise the connection between the past and the future—a delicate line that can either draw someone back to their origins or encourage them to take a step towards a dream they had almost left behind.

That concept became the heart of the collection.

Beyond the garments themselves, the show felt like a complete experience. How did you bring that vision to life on the runway?

From the very beginning, I wanted people to experience more than the clothing.

I wanted them to feel the atmosphere behind the brand.

Months of preparation involved far more than designing a collection. There were castings, fittings, styling, lighting design, production planning, and the dedication of an entire team.

Every detail had to serve the same narrative—from the hairstyles and silhouettes to the music, lighting, the pace of the models, and even the atmosphere backstage.

What we created doesn’t begin or end with clothing. It’s defined by the way every element comes together to form a single experience.

What is the one moment from your runway debut that you’ll always remember?

Without question, it was the moment when the runway fell into darkness and the first line of light appeared.

It felt as though every step we had taken over the years had been compressed into a single moment.

That was when I realised it had become something far greater than a collection.

It was a world we had spent years building—and one that others could finally experience.

It wasn’t simply our first runway show.

It was our arrival.

This is only the beginning. What comes next?

The next chapter is about growing the brand without losing its identity.

Selected pieces from the debut collection are already available, with further designs scheduled for release in the coming weeks. The next chapter is about translating the runway into a strong commercial offering while continuing to expand the creative world and international presence of PLAN B EXPERIENCE.

But looking beyond fashion, my ambition has never been limited to creating clothing.

I want to build an international lifestyle house where fashion, grooming, design, hospitality, and specialty coffee coexist as parts of one coherent world.

My goal is for people to recognise the atmosphere, the architecture, the silhouettes, and the values long before they recognise the name.

Finally, what does Plan B mean to you today?

For me, Plan B has never been a backup plan.

It’s the path someone chooses when the expected one no longer reflects who they’re becoming.

It isn’t what’s left after failure.

It’s a conscious decision to move differently, take responsibility for your own life, and create something that didn’t exist before.

That philosophy remains at the heart of everything we’re building today.

None of this would have been possible without the people who believed in the vision. I’m deeply grateful to the entire Plan B team, the models, stylists, photographers, makeup artists and the Malta Fashion Week team, with particular appreciation to Adrian J. Mizzi. I would also like to recognise Sergio Villa, who supported me closely as my assistant and as part of the Plan B barber team throughout the preparation and execution of the show.

It may have begun with one vision, but bringing it to life required many people.

This moment belongs to every person who helped make it possible.

Photos courtesy of Malta Fashion Week and PLAN B EXPERIENCE

Website: planbexperience.com

Instagram: @planbexperience

By Catherine Mills