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10 top menswear trends for Spring/Summer 2026

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Nicola Mira

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July 3, 2025

Colour and confidence are back in men’s fashion for Spring/Summer 2026. Although the global economic and geopolitical situation is deteriorating by the day, designers broadcast an optimistic message on the Florence, Milan and Paris runways. Vibrant colours are back, bringing a welcome breath of fresh air. A dreamy yearning for softness floated around the collections, and Saint-Exupéry’s The Little Prince became the new inspiration at 3.Paradis and KidSuper. Easy does it was the key to the collections presented at the menswear fashion weeks held between June 17 and 29, featuring items that were cool yet always stylish and sophisticated, thanks to their textural fabrics. Items to be worn nonchalantly, rolling up the sleeves of shirts and jackets for a more casual vibe. Designers went for fluid, ethereal silhouettes, featuring destructured jackets, often minus the lining, ample flowing trousers and vintage V-neck polos, the ideal garments for a torrid summer thanks to natural, breathable fabrics.
 

1 Anti-heat outfits 

Zegna, Spring/Summer 2026 – ©Launchmetrics/spotlight

As temperatures went crazy in Florence and Paris, designers seemed to have come to terms with the rigours of global warming. They have changed the codes of menswear, making the garments eclectic and versatile by using increasingly lighter fabrics with a strong summer feel. All kinds of deconstructed, airy jackets combined with generously cut, fluid trousers – the more elegant ones with darts, others with straight legs and a skinny fit – with Bermudas or other types of shorts, in looks that always oozed a certain elegance. The emphasis was on lightweight materials stacked in thin layers: Cotton, poplin, gauze, organza and seersucker fabric, the latter making a major come-back, as well as natural fibres such as hemp and the ubiquitous linen.

2 Palazzo life

Dior Homme, Spring/Summer 2026 – ©Launchmetrics/spotlight

Men are increasingly keen on comfort and favour loungewear, but always with a classy feel suitable for bon vivants living the palazzo life. Next summer, pyjamas and dressing gowns will replace suits and overcoats. So said many designers, including Dries Van Noten and Ziggy Chen. Sometimes, this took the form of a classic light cotton shirt, or a striped one with subtle piping, completing an everyday look (as seen for example at Dior, Hermès and Officine Générale), or a straightforward pair of striped trousers with a gathered waist, at Louis Vuitton, while Saint Laurent opted for shorts. Overcoats and kimono-style bathrobe/jackets in embroidered silk also made an appearance. At Dolce & Gabbana, every item had something of a pyjama look. Amiri crafted embroidered silk and satin jackets/dressing gowns, complete with tasselled key rings in 5-star hotel-style, while Rowen Rose designed a collection ideal for a rejuvenating stay at a luxury resort, featuring bathrobe/coats in terry cloth.

3 Stripes

Junya Watanabe, Spring/Summer 2026 – ©Launchmetrics/spotlight

Stripes were all over the catwalks, and the streets. They cropped up absolutely everywhere, from tennis- and pyjama-style outfits to sailor stripes, in a variety of colours or black and white, vertical and horizontal, thin and wide. And they featured on all kinds of garments: Pinstripe suits in wool or linen, classic shirts, trousers, gilets, knitwear, T-shirts and even swimsuits.

4 Briefs

Prada, Spring/Summer 2026 – ©Launchmetrics/spotlight

After women, it was men’s turn to dare to wear briefs! Prada took the lead with a retro model of slightly baggy cotton briefs, puckered at the top of the thighs like a baby’s bloomers. Shorts have been extremely popular for several seasons, and are now a permanent fixture of summer wardrobes, in increasingly micro proportions. In some cases, they looked like ultra-short, skin-tight vintage swimsuits, with stripes or 1970s prints. Wooyoungmi featured them in a bodysuit version, 1920s style, while CREOLE opted for swimsuit briefs.

5 Colour explosion

Craig Green, Spring/Summer 2026 – ©Launchmetrics/spotlight

 
Neutral, classic and natural colours remained predominant in men’s collections, alongside pastel shades. But next summer’s wardrobes will include an unexpected explosion of colour. From deliberately colourful items adding vibrancy to rather austere looks, to artful combinations of bright hues in colour-block mode. The favourite shades were gold or chick yellow, red, turquoise, meadow green, pink, and electric blue.

6 Nylon tops/windbreakers

Saint Laurent, Spring/Summer 2026 – ©Launchmetrics/spotlight

Designers used lightweight nylon and performance fabrics to create feather-light outfits that could hardly be felt on the skin, like the parachute canvas garments seen at Pronounce and KidSuper. Several designers also gave the classic windbreaker a fresh twist, converting it into a top or a shirt, as at Saint Laurent and David Catalàn, or into a jacket/gilet, as at Bluemarble. Ultra-light nylon overcoats were ubiquitous too, super-useful in case of unexpected rain.

7 V-neck tops

Ami Paris, Spring/Summer 2026 – ©Launchmetrics/spotlight

V-neck, slightly retro tops are back in fashion, often with a deep neckline. Like Ami Paris’s wool lozenge gilet, Rick Owens’s sheer top, Officine Générale’s sailor-collar polo, Sean Suen’s crocheted sweater, and the long-sleeved T-shirts with unbuttoned collars seen at Bluemarble, Auralee and Wales Bonner. Not to mention the V-shaped sweater which Prada and many others have duly reinstated.

8 Cropped preppy cardigans

Fiorucci, Spring/Summer 2026 – ©Launchmetrics/spotlight

A preppy streak, perfectly consistent with the V-neck trend, featured in next summer’s men’s collections, with plenty of sensible polos and cardigans. But these classic items were often reinterpreted in tongue-in-cheek cropped versions. Sweaters and cute little gilets came in tight, short, and highly fitted silhouettes, for example at Fiorucci, Egonlab, Sean Suen and Camperlab.

9 Three-in-one trousers

3.Paradis, Spring/Summer 2026 – ©Launchmetrics/spotlight

The trend for clothes with double and triple layers continued unabated, with layering and trompe l’oeil galore. Jackets and sweaters were worn in multiples, while boxer shorts peeking over the edge of low-waisted trousers were uber-popular, even with luxury houses. At Egonlab, wearing three pairs of socks was the rule. But next summer’s must will be the three-in-one trousers, notably seen at Fiorucci and 3.Paradis, where four pairs were layered neatly on top of each other, and at Simon Cracker, where multi-trousers transformed into dungarees.

10 Flip flops

Hermès, Spring/Summer 2026 – ©Launchmetrics/spotlight

While the models at Zegna and Craig Green took to the runway barefoot, this season most designers favoured the simplest shoe type in the world, flip flops. They came of course in the most luxurious materials and versions, as seen among others at Hermès, Louis Vuitton, Prada, etc. Flip flops, pool slides and other types of beach sandals have become entirely acceptable as footwear, even worn with a business suit. The style was as relaxed as possible, with models for real or pretend holidaymakers, and variations on the theme like mules, slippers, ballerinas, and even platform shoes looking like children’s sandals.

 

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Mention Me launches AI tool to help brands reach consumers through generative AI search 

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December 5, 2025

Artificial intelligence (AI) continues its march to transform businesses’/consumers’ lives with customer advocacy platform Mention Me launching ‘AI Discovery IQ’, a free-to-use tool that “helps brands reach target consumers in the new age of generative AI search”.   

Kirill KUDRYAVTSEV / AFP/Archives

It claims to allow brands to “instantly audit how discoverable they are within popular AI systems” such as ChatGPT, Claude, Gemini and Perplexity.  

According to Mention Me, 62% of UK consumers now turn to generative AI tools for product recommendations, brand discovery and comparisons, “bypassing traditional search engines entirely [so] businesses are under pressure to respond to this behaviour change,” said  the platform’s CEO Wojtek Kokoszka whose platform works with firms including Charlotte Tilbury, Huel and Puma, “helping marketing teams to boost consumer awareness and sales”.   

With AI, it says the modern customer journey, powered by natural language prompts instead of outdated keyword strings, means consumers are 4.4 times more likely to convert if they find a brand through a large language model (LLM). 

“The rise of ‘agent-mode’ assistants and AI-driven voice search has pushed brands into a new world of digital visibility. Despite this, most brands have little to no insight into how they appear in AI-generated answers”, said Kokoszka.  

AI Discoverability IQ claims to give brands an overall LLM discoverability score, specific details on areas such as technical website elements, content and structured data, and actionable recommendations to improve their AI discoverability.

Its tool generates “measurable, trackable outputs” like AI Visibility Score, brands’ prompt-based results, and a side-by-side comparisons with their competitive set. This means brands “can react quickly to improve their discoverability scores” with Mention Me’s wider suite of products and unique first-party data.  

It’s also “innovating and evolving” its platform to include more capabilities, such as the ability to benchmark against competitors, to drive further improvements for marketing leaders in the age of AI. 

Mention Me CMO Neha Mantri said: “AI Discoverability is not yet a named practice within most marketing teams; the same way SEO wasn’t in the early 2000s. But when up to 31% of consumers say they’re more likely to trust responses from generative AI than traditional search results, this needs to change. Mention Me is naming the problem and providing a solution at just the right time.”  

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Crisis pop-up charity store returns to Savile Row with big celeb, brands support

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December 5, 2025

​A host of celebrities and high-end brands have donating goods to ensure Savile Row’s latest annual ‘Pop-Up Crisis’ store will continue to support the Crisis charity event that has so far raised over £650,000 since 2018.

Image: Crisis charity

Across 8-13 December, the pop-up store at 18-19 Savile Row in London’s Mayfair will sell a curated selection of designer clothing, past stock and samples from luxury brands.

Celebs donating goods include Rosie Huntington-Whiteley, Naomie Harris, David Gandy, Jarvis Cocker, Louis Partridge, Jamie Redknapp and Emma Corrin, among others, for a week-long event and raffle with all proceeds going to help end homelessness across Britain.

Hosted by landlord The Pollen Estate, the temporary shop is also selling designer goods donated by Savile Row tailors including Mr Porter, Wales Bonner, Crockett & Jones and many other luxury brands from Barbour, Tod’s to Manolo Blahnik and Watches of Switzerland Group.

This year, celebrity model and fashion entrepreneur David Gandy will also be curating an exclusive online edit on shopfromcrisis.com, including donations from his own wardrobe as well as items from friends including Redknapp’s brand Sandbanks, Hackett and Aspinal of London.

Gandy said: “Having supported Crisis for a number of years, I’m delighted to have had the opportunity to curate my own online edit this year with the help of some of my close friends. It means a lot to know that donations from my own wardrobe are going towards such an important cause. Whether you’re looking for the perfect Christmas gift or to treat yourself, your purchase can help make a real difference to people facing homelessness this Christmas.” 

Liz Choonara, executive director of Commerce and Enterprise at Crisis, added: “Pop-Up Crisis is such an iconic event in the Crisis calendar and one that we look forward to every year. We’re thrilled to be partnering with the team once again for another week celebrating the iconic craftsmanship and style of Savile Row – with all proceeds going towards our crucial work to end homelessness.” 

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Outdoor brand DryRobe wins trademark case

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December 5, 2025

Specialist outdoor clothing producer Dryrobe has won a trademark case against a smaller label. The win for the business, which produces waterproof towel-lined robes used by cold water swimmers, means the offending rival must now stop selling items under the D-Robe brand within a week.

Image: Dryrobe

A judge at the high court in London ruled the company was guilty of passing off its D-Robe changing robes and other goods as Dryrobe products and knew it was infringing its bigger rival’s trademark reports, The Guardian newspaper.

The company said it has rigorously defended its brand against being used generically by publications and makers of similar clothing and is expected to seek compensation from D-Robe’s owners for trademark infringement.

Dryrobe was created by the former financier Gideon Bright as an outdoor changing robe for surfers in 2010 and became the signature brand of the wild swimming craze.

Sales increased from £1.3 million in 2017 to £20.3 million in 2021 and it made profits of £8 million. However, by 2023 sales had fallen back to £18 million as the passion for outdoor sports waned and the brand faced more competition.

Bright told the newspaper the legal win was a “great result” for Dryrobe as there were “quite a lot of copycat products and [the owners] immediately try to refer to them using our brand name”.

He said the company was now expanding overseas and moving into a broader range of products, adding that sales were similar to 2023 as “a lot of competition has come in”.

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