I never really understood the soft shoulder obsession here, which was started by clients of the Mediterannean tailors, so to say. Ofcourse these oftenly love softer tailoring, it gets really hot out there. Who wants to wear a uniform when it's almost like 40 degrees celsius out there.
But from here it spread to all these tumblrs etc. Don't get me wrong, I like a softer shoulder, but that's only during warmer days or the occasional party jacket.