Have a look at this

https://www.theguardian.com/fashion/gallery/2018/mar/13/menswear-picks-get-off-to-a-flying-start-with-your-holiday-wardrobe-in-pictures

Now can somebody tell me if this is a piss take or not 

It has to be. I think the horrible use of the flash is deliberate to make it look retro in keeping with the "style choices" but gives "the game" away maybe? It's about 2 weeks too early!

Also them prices! I think his socks cost more than everything I'm wearing.