Latest Fashion Trends

Primark adds new director of womenswear design

Value fashion and lifestyle retailer Primark has appointed Keiron Birch as director of womenswear design to shape the future creative direction for the retailer’s collections. In this newly created role, Birch, who has more than 20 years of experience in fashion, will lead Primark’s womenswear design teams across fashion, footwear and...

Fairs

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...