报告|SS'27男装周

Edito The Great Escape Escapism was a recurring theme throughout theseason. During Paris' hottest recorded day,Louis Vuitton transformed its venue into abeach, complete with a sand-covered runwayand an artificial wave. Dior presented itscollection in a garden setting, while MadameWoo of Wooyoungmi described the collection asbeing created with a sense of escapism.Together, the shows reflected a desire to stepaway from the city and embrace more idyllic,carefree environments. As boundaries continue to blur, fashion movesbeyond traditional ideas of femininity andmasculinity, embracing a more fluid expressionof identity. At the same time, a growing desirefor escapism shifts the focus away from the cityand towards coastal landscapes, thecountryside or the desert. Spaces thatsymbolize freedom, authenticity, and a desire toleave the matrix behind. This season is about dressing for a world whereidentity is fluid, reality is questioned, and fashionbecomes both a form of transformation and anescape. Rising temperatures, rising questions about lifechoices, and a rising desire to make the most oflife were all reflected on the SS27 runway. The season ahead takes us to summers in thepast, like we used to remember them, no school,no commitments, spending time with friendsand making nostalgia new. These explorations and innovations are reflectedin our four dominant themes spotted on themen’s SS27 runway:Life of Leisure, TerrainTheory, Analog,andSalt & Asphalt. ───INDEX 123─────────Star TrendsThematic Trend AnalysisThe top runway trends, divided by city,analyzed by our AIStandout colors, prints, fabrics,silhouettes, and accessories of theseasonSee how the most common trendswere adapted in different waysCity Spotlight Top trendsMilan V-Neck Jumpers dominated knitwear with a 29% runway shareand +209% growth, championed by Prada and Giorgio Armani,while Floral Prints brought a touch of La Dolce Vita, increasingby +11% to reach 1.5% of all looks. Turquin Blue emerged as Milan's new neutral. Up +116% versusSS'26, the shade appeared across tailoring and more casualsilhouettes alike. 1.V-NeckJumpers29%Runway shareamong Jumpers Turquin Blue 1.5%Runway share 1.8%Runway share +209%vs. Spring Summer ‘26 +11%vs. Spring Summer ‘26 +116%vs. Spring Summer ‘26 1. DOLCE & GABBANA2. MSGM 1. PRADA2. GIORGIO ARMANI 1. BRIONI2. SAUL NASH Terrain Theory Terrain Theory An Ode to the Open Range The SS'27 menswear runways paidhomage to the American West, noddingto horseback journeys across desertlandscapes and long days spent kickingup dust beneath the scorching sun.Utility was at the forefront, with functiontaking the lead and fashion emerging asthe natural product. Terrain Theoryis an exploration ofuntrodden landscapes, where resilienceand authenticity lie at the heart of theaesthetic. Unafraid to kick up a little dustalong the way, it celebrates a wardrobebuilt for endurance—rugged, purposeful,and shaped by the terrain itself. Louis Gabriel Nouchi fused classictailoring with sensible workwear, whileBrunello Cucinelli leaned into equestriancodes, and Giorgio Armani interpretedthe language of the frontier throughrelaxed silhouettes and a sun-fadedpalette that felt weathered by theelements. Key ColorsTerrain Theory TerrainTheoryKey Colors The palette draws directly from thelandscape, with tones reminiscent ofdesert dust, tobacco, and endless blueskies. Sand serves as the foundation, accountingfor 1.8% of runway share and forecast tosee steady growth. Walnut Brown adds anorganic depth, while Navy brings autilitarian resilience, arriving predominantlyin denim. Together, they create a paletterooted in natural terrain and rawenvironments. Garments appear shaped bythe elements, weathered by the sun,softened by time, and built for life beyondthe runway. 1. BRUNELLO CUCINELLI2. RALPH LAUREN3. EGONLAB4. DOLCE & GABBANA5. DIOR -6% Key FabricsTerrain Theory TerrainTheoryKey Fabrics InTerrain Theory,texture takes centerstage. Denim remains the backbone of thewardrobe with a 12.7% runway share, whileSuede adds softness to structure, actingas a second skin for the man who dressesfor distance rather than display. Knittedfabrics bring a sense of comfort throughhand-worked construction, each piece apersonal artifact that holds a memoir ofwear and time. Frayed edges are not a signof decay, but rather a symbol of resilience. 1. RALPH LAUREN2. DIOR3. LOUIS VUITTON4. SUNFLOWER5. BRUNELLO CUCINELLI Key PrintsTerrain Theory TerrainTheoryKey Prints Prints offer a form of expression to anotherwise earthy wardrobe. Checkedpatterns held a strong presence on therunways at 8.7%, while Paisley & Bandanaand Cultural Print motifs introduce a loudervisual language and reference artisanalcodes. However, each of these prints is forecast todecline among consumers during Q2 2027,suggesting a shift away from graphicstatements in favor of cleaner, moreunderstated interpretations. 1. ISABEL MARANT2. WILLY CHAVARRIA3. ETRO4. DOLCE & GABBANA5. SYS