Latest Fashion Trends

Poolside and problems: Pitti Uomo makes an energetic start to SS27

Pitti Uomo dived gracefully into the new season on Tuesday. For its 110th edition, the Italian menswear trade fair is themed around “the pool”, taking a momentary dip into cool waters amid summer temperatures before the industry's problems resurface. Italian menswear generated a turnover of 11.2 billion euros in 2025. This represents a 2.2...

Fashion |Interview

Trend expert Julian Daynov: “The loudest brands will not define the future”

The Pitti Uomo menswear trade fair is just around the corner, bringing with it the first insights for spring/summer 2027. Trend expert Julian Daynov explains what will shape the upcoming menswear season. He covers everything from new silhouettes and materials to the colour palette, and addresses how brick and mortar retail can regain relevance...

Fashion |In Pictures

Menswear SS27 the ‘soft masculinity’ trend and key item predictions

The menswear buying season for SS27 begins on June 16 with Pitti Uomo 110 in Florence, followed by the menswear shows in Milan and Paris. One of the defining themes shaping the season is the continued rise of ‘soft masculinity’—an aesthetic that moves away from rigid, overtly aggressive styling in favor of a more tactile, expressive, and...

Fashion

Cultural shifts shaping SS27 menswear

As we look toward Spring/Summer 2027, four distinct menswear directions emerge that will respond to evolving consumer needs and cultural shifts. These directions spotlight overarching themes of cross-category elements, price-first driven versatility demands in consumerism, and the rising desire for authenticity in design. About Written for...