Your trusted cheat sheet to the SS27 menswear season

Summer is here. In the fashion industry, the season’s arrival ushers in a pilgrimage to Italy and France for Men’s Fashion Week. The event, which takes place twice a year, introduces new collections and design offerings in the menswear segment, reuniting fashion buyers, press and VIPs from all around the world. 

While attention generally concentrates on Women’s Fashion Weeks celebrated in February and September, the Men’s Spring/Summer edition is particularly anticipated as it sets out the tone for the next year’s fashion cycle. This summer, the menswear circuit kicks off in Florence with Europe’s biggest menswear trade show, Pitti Immagine Uomo (Pitti Uomo). Milan and Paris Fashion Week unfold right after.

Here’s everything to know about Men’s Fashion Week Spring/Summer 2027 and what to look forward to on and off the runway. 

Men’s Milan Fashion Week SS27

Featuring 75 events between fashion shows, private presentations and digital runways, Milan Fashion Week opens on June 19 with a slew of runways organized by emerging brands and fashion schools. 

Day 1’s highlight, however, is Ralph Lauren’s dual presentation. The US brand returns to the city after a long-overdue and successful comeback in January 2026. Last season, Ralph Lauren staged a grand event to commemorate its first time joining the city’s Fashion Week calendar in more than 20 years. The highly anticipated show captured worldwide attention thanks to Ralph Lauren’s effortless blend of sartorial elegance and contemporary sensibilities, as well as the star-powered front row, featuring Colman Domingo, Nick Jonas, Henry Golding and Mark Lee, among other A-listers.

The crowd-pleasing runway placed Ralph Lauren as one of the top Media Impact Value performers at Men’s MFW FW26, so Ralph Lauren’s second consecutive showing in the Duomo City is expected to replicate the same buzz.

The perfect blend of rising names and Italian powerhouses

On June 20, the industry can look forward to collection unveilings by rising names shaking up the menswear scene. Setchu, the Japanese brand awarded the LVMH Prize in 2023, will continue to build upon its contemporary tailoring legacy with a co-ed collection presented at Via Privata Rezia, 2. Meanwhile, Garcias, the brand founded by Colombian designer Nicolas Martin Garcia and celebrating Colombian streetwear, makes its MFW debut at Via Padova, 11. 

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The next day, Prada showcases its Men’s collection at its regular location at Fondazione Prada. Every season, the venue is thoroughly transformed to introduce Miuccia Prada and Raf Simons’ vision. In addition to the international jetset expected at the event, the runway sparks anticipation as the co-creative directors expand their creative dialogue for womenswear in September, making the Men’s SS27 show a sneak peek into Prada’s creative, commercial and business strategy for 2027. 

Confirmed attendees include Thai actor Pond and South Korean ambassadors ENHYPEN and Jaehyun. Pond made his Prada front row debut at the Women’s FW26 show in February, emerging as one of the top voices at the event, accruing $11.6 million in Media Impact Value. Meanwhile, Jaehyun returns to the event for the first time since his military enlistment in 2024. Along with K-pop sextet ENHYPEN, these top-performing celebrity voices at Milan Fashion Week are sure to elicit fanfare outside Fondazione Prada.

Thom Browne Touches Down in Milan

While Italian brands such as Zegna and Gucci will be notably absent from this season’s calendar, Thom Browne’s Milan debut is set to bring novelty to the five-day event. Thom Browne has in recent seasons pushed for special showings outside the brand’s regular home base in New York, including a presentation in Chicago during the Super Bowl weekend. Now, the brand lands in Milan, where parent company Ermenegildo Zegna Group has its headquarters, looking to strengthen its presence beyond the USA and Paris.

Similar to the previous season, Milan Fashion Week will come to a close with digital presentations by the Accra-based Ajabeng and Absent Findings by Polimoda alumnus Shivin Singh. 

Calendar Highlights 

Men’s Paris Fashion Week FW26

As the world’s prime fashion capital, Paris will welcome the fashion glitterati between June 23 and 28. The packed lineup combines legacy brands with newcomers innovating with contemporary menswear.

The first day opens with a rare Saint Laurent presentation within the official calendar. ICYIM, Saint Laurent often stages its men’s runways off-calendar to accommodate its long list of show guests, which in previous seasons has included Heated Rivalry star Connor Storrie, Thai actors Ten and Milk Pansa, US actor Austin Butler and Kate Moss, to name a few.

Later the same day, Pharrell Williams unveils his Spring 2027 collection for Louis Vuitton. Given the brand’s reputation and network extending across the world, this show is arguably the most talked-about and anticipated of the Paris schedule. Fashion and entertainment fans can expect a star-studded front row. Last January, the guest lineup featured House Friends and ambassadors such as Sho Hirano, Fourth, The8 and Joe Keery, as well as a runway cameo by Thai singer and actor BamBam. 

This season, stars such as newly appointed Friend of the House, Fourth (Thai actor and front row sensation in previous seasons) and ambassadors Jackson Wang, BamBam and Sho Hirano (all fixtures at international Louis Vuitton events and prominent faces of the Maison) have teased their appearance at the event, posting travel snaps in head-to-toe Louis Vuitton—luggage included!

Dior, Celine and the Asian brand takeover

On June 24, standout names showcasing collections include Dior Homme, Acne Studios, Ami Paris and Kenzo. As part of the world’s largest fashion conglomerate, Dior draws plenty of coverage for both its design proposals and celebrity-filled VIP section. Last January, the show featured appearances by K-pop star Hyunjin, Thai ambassadors Apo and Mile, Sam Nivola and SZA, who congregated at Musée Rodin to watch Jonathan Anderson’s sophomore menswear runway. Fans can look forward to rising K-pop sensations CORTIS’ presence on the front row, as the group has teased their attendance via social media.

In the following days, homegrown designers and Asian names such as Yohji Yamamoto, Junya Watanabe Man, Wooyoungmi, Maison Mihara Yasuhiro and Officine Générale will take over the calendar. Willy Chavarria and Celine will also showcase collections within the calendar.

Men’s Paris Fashion Week will come to a close on June 28 with presentations by Sacai, Agnès b. and Post Archive Faction (PAF). Celine will be a highlight on the last day of PFW, as creative director Michael Rider unveils his first menswear collection at the helm of the French Maison. 

Calendar Highlights 

What to expect on the runways

Impacted by the war in Iran and the spiking prices worldwide, the luxury slowdown has “put a big dent” in the fashion industry. No major shifts in menswear offerings are expected for Spring/Summer 2027. Instead, experts anticipate fine-tuning of existing trends and design offerings. 

Intentionality, subtle reinvention and plenty of pop-culture-inspired styling are store for 2027. Expect the rise of sportswear-focused design and vintage fashion, driven by major events, streaming productions (Heated Rivalry and Off Campus, we’re looking at you) and celebrities placing sports at the center of conversations.

Experts also forecast tailoring to take center stage. “Menswear is dressing up again, but with a softer, more image-conscious attitude,”  Sydney Stanback, Pinterest’s global head of trends and insights, told Vogue Business. 

What to expect on the front rows

At Men’s Fashion Week, the front rows are just as anticipated as the runways. Following the same pattern from previous seasons, the VIP sections at shows will receive an influx of international names, beyond the confines of Europe and the USA. Look forward to Asian talent, Latin American icons and Gen Z stars gracing the front row and bringing greater diversity to the fashion capitals.

In the last decade or so, brands have upped the ante, extending event planning to include highly curated front rows where buyers, press and high-profile clients and ambassadors showcase the brand’s cultural capital and ability to influence global audiences.

Global events with the power to reach different demographics and connect with niche communities, Fashion Week shows have also become a stage to cement and secure partnerships. Take, for example, APAC celebrities, whose front row attendances have transformed into lasting partnerships with brands, following consecutive invitations to witness the runways.

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With all eyes on the event and fashion customers hyperconnected through digital networks, Fashion Week is also the ideal backdrop to introduce new associations and collaborations between brands and celebrities. The dynamic is, by no means, novel. We’ve previously seen brands strategically announcing ambassadorships that debut on the front rows or celebrating special events amid Fashion Week to commemorate upcoming team-ups—think of Hong Kong singer Anson Lo announcing his capsule collection with Giuseppe Zanotti at Milan Fashion Week or Thai singer Gemini debuting in the role of Chanel brand ambassador at the house’s runway in Paris.

The trend shows no signs of slowing down, with brands diversifying their ambassadorship portfolio and using Fashion Week as a platform to promote regional partnerships. At the beginning of the year, for example, brands such as Amiri and Louis Vuitton emphasized their newly-minted Japan ambassadorships with Japanese icons Yuta Jinguji and Yuto Horigome, respectively.

This season, Louis Vuitton commands attention to its growing presence in Thailand by debuting Thai actor Fourth as a new Friend of the House. Meanwhile, Tod’s celebrates its ties to South Korea, inviting singer Han, recently appointed Tod’s ambassador, to its front row.