In a world that seems to be regressing more towards extreme traditional values with each passing global election, Yungblud is the musical renegade disrupting the ominous creep of cultural conservatism.
With his no-holds-barred brand of oft-politcal pop rock and gender-fluid fashion, the 21-year-old from Doncaster - real name Dominic Harrison - speak directly to Gen Z and millenials frustrated by the current state of affairs.
As he leads Attitude's September Style issue - available to download and to order globally now - the singer opens up about being part of a generation who are refusing to be boxed in by traditional conceptions of gender and sexuality.
For his exclusive cover shoot, we set Yungblud loose on the streets of London, where the pop-rock renegade wasted no time making his presence felt in pieces from Moschino, Marni, Neil Barrett and more.
See what happened in special behind the scenes film by Olivier Yoan and Monica Celeste, set to the sound of Yunglbud's latest single 'Hope for the Underrated Youth'...