Buyer’s Guide Menswear SS27                                                                            

What will customers be looking for at the height of the summer season? Following the shows in Milan, Paris, and Florence, a clear picture emerges: a menswear wardrobe moving toward softer silhouettes, premium materials, and a more relaxed form of elegance. Comfort remains essential, but the overall expression is more refined, more sophisticated, and easier to wear across occasions.

Marianne Jemtegård summarizes the six most important directions from the SS26 catwalks and translates them into concrete advice, key items, and styling inspiration for the Scandinavian man.

The goal is to make international trends relevant and commercially viable, both on the shop floor and in the customer’s wardrobe. So before booking your next appointments during fashion weeks, take a closer look at these six trends. Which ones will make it onto your buying agenda?

The New Safari

Summer 2027 is undeniably shaped by an urban safari spirit. Across brands, cities, and runways, there was a notable presence of flap pockets, canvas textures, earthy tones, and shoulder bags fit for a modern explorer. However, next year’s safari look leans more toward refined jet-set luxury than Indiana Jones.

Runways featured countless field jackets, safari shirts, layered overshirts, and wide trousers in natural fabrics such as linen, cotton, and lightweight wool blends. The color palette draws from nature: sand, stone, olive, tobacco, and dusty khaki.

Brunello Cucinelli offered a highly commercial interpretation with bermuda shorts and safari jackets in heavier canvas materials. Giorgio Armani showcased flowing, wide trousers paired with oversized bags, defining a Mediterranean-inspired SS27 collection. Qasimi and Boglioli also delivered strong interpretations of utility luxury through field jackets, workwear-inspired overshirts, and relaxed separates.

Shop:

• Four-pocket safari jackets
• Field jackets in linen blends
• Gurkha-inspired trousers
• Shirt jackets in sand and olive tones
• Suede accessories
• Shoulder bags and larger weekend bags (set for a strong comeback)

Weighted Pastels

It has been a while since Norwegian men embraced the softer side of the color spectrum — particularly shades like pastel pink and baby blue. However, next summer will challenge that hesitation. These pastels are more mature, more sophisticated, and rendered in tones that redefine everyday color palettes.

Dusty lavender, pale lemon, mineral green, and washed blues appear across leading collections, offering new possibilities for summer wardrobes.

Trend analysts highlight yellow, purple, and blue hues as key color drivers for SS27, preferably worn as full statements or in subtle tonal combinations.

Zegna, Paul Smith, Prada, and Dior delivered some of the strongest interpretations. Prada pairs soft colors with extreme minimalism, Paul Smith injects playfulness and holiday elegance, while Zegna’s combination of sun-faded lemon with caramel brown captures the essence of summer.

Shop:

• Knitwear in dusty lavender
• Overshirts in faded blue
• T-shirts in mineral green
• Tonal, head-to-toe looks
• Soft color accents in accessories and sneakers

Resort Sport

A welcome development for sporty Scandinavian men: sportswear continues to dominate menswear next year, but in its most refined form to date. This is not about gym wear, but rather a sporty approach to a well-dressed wardrobe.

References include tennis, yacht clubs, rugby, and classic resort life. The result: piqué shirts, rugby sweaters (a trend continuing to grow), tailored shorts, knitted polos, and lightweight windbreakers.

Dolce & Gabbana’s “Vacanza Siciliana” collection was among the clearest expressions of this trend, with airy knits, shorts, silk fabrics, and luxurious holiday references. Ralph Lauren continued its American collegiate aesthetic, while several Italian houses refined the concept of luxury leisurewear.

This category has historically performed well in Norway, combining comfort with a polished look. If you were to focus on just one summer style for your store next season, this would be a strong choice.

Shop:

• Bold striped rugby shirts
• Textured knit polo shirts
• Bermuda shorts
• Lightweight windbreakers
• Resort-inspired shirt sets with matching shorts

The Soft Suit

If one show redefined the menswear suit this season, it was Paul Smith’s SS27 collection, smart, commercial, comfortable, and undeniably appealing.

The Milan presentation confirmed that younger customers are rediscovering the suit as a tool for individuality rather than formality. Why should the most iconic garment in a man’s wardrobe feel rigid and restrictive? These suits were relaxed, soft, and designed for a modern audience that values personality over conformity.

This trend appeared repeatedly across runways and street style. Tailoring is undergoing a clear renaissance, but in an increasingly informal direction.

Trend analysis consistently points to the same evolution: the traditional business suit is transforming into a more personal and comfortable expression of tailoring. Jackets are lighter, shoulders softer, and fabrics more flexible. Shirts may even be worn open to the chest.

Also worth noting are Boglioli’s unstructured jackets, Prada’s streamlined silhouettes, and collections from Brioni, Canali, and Giorgio Armani — all offering fresh interpretations of relaxed Italian elegance.

Shop:

• Soft, deconstructed blazers
• Double-breasted linen jackets
• Wide tailored trousers
• Knitted polos worn under blazers

The Return of Craftsmanship

In a world shaped by AI and increasingly digital lifestyles, we seek tactility, authenticity, and tradition — elements that reconnect us with human creativity.

This translates into a growing appreciation for garments that look and feel handmade.

Texture becomes a key theme for SS27: embroidery, crochet knits, ornamental patterns, artisanal surfaces, and visible construction details.

Trend reports point to rising demand for textured fabrics, embroidered shirts, and decorative finishes, alongside a shift away from minimalist perfection toward products with character and individuality.

Dolce & Gabbana incorporated coral beads and intricate detailing, while Dries Van Noten, Prada, and smaller niche brands explored texture in more subtle ways.

In short: consumers are seeking garments with history, craftsmanship, and a human touch.

Shop:

• Embroidered details on jackets, trousers, and shirts
• Fabrics with a hand-painted effect
• Natural materials with visible texture

Slimmer Silhouettes Ahead

While wide trousers still dominate, the SS26 shows revealed early signals of the next major shift. At Prada, Miuccia Prada presented slimmer trousers with cleaner lines and a more streamlined look — a strong contrast to recent oversized proportions.

Historically, Prada has often led the introduction of new proportions before the rest of the market follows. This does not mean wide trousers will disappear overnight, but it suggests a gradual transition toward slimmer silhouettes.

The evolution will likely move through straight-leg trousers, tapered fits, and reduced volume before fully slim styles gain broader traction.

For retailers, this means offering a wider range of fits. Many customers remain comfortable with looser styles, but fashion-forward clients will already begin moving toward slimmer options.

Shop:

• Straight-leg tailored trousers
• Tapered chinos
• Slim linen trousers
• Minimalist leather shoes
• Pair with lightweight overshirts or relaxed, deconstructed blazers