As part of helping brands provide a perfect fit to shoppers, we like to keep up to speed with the latest collections shaping fashion’s future worldwide. With that in mind, here’s our take on five key trends from last month’s Spring/Summer 2018 men’s fashion week which should start hitting stores next year.
Let’s start with a noticeable demographic trend.
1. Luxury and Streetwear Are Teaming Up to Target Millennials
Though labels are growing increasingly conscious of Generation Z, Millennials are still comfortably in the driving seat when it comes to purchasing power. As per usual, Donatella Versace summed things up in admirably direct terms: “Millennials. They have all the power.”
The courting of Millennials was evident all across SS18 with heavyweights such as Versace, Armani, and Dolce & Gabbana all using pop and social media stars aimed at that cohort to test-drive sportier streetwear versions of their classic Milanese cuts. Standout items here included reissued archival prints and logo tees from Versace (sparked by a direct request from Kendall Jenner) and Dolce & Gabbana’s #DGMillennials line.
As Business of Fashion recently pointed out, this marriage of streetwear and luxury isn’t a one-off, but part of an interesting wider trend that shows high-end brands embracing streetwear as an incubation lab for younger demographics.
2. Gender Lines Are Getting Blurry
This year’s collections showed designers are increasingly comfortable playing in the gaps between traditionally gendered apparel. Versace, Comme des Garcons, and Alexander McQueen were just some of the leading names blurring the lines between menswear and womenswear. Dolce & Gabbana and Dior Homme also proved notably experimental in this department.
It’ll be interesting to see how this trend translates to the high-street as 2018 approaches. Looser dividing lines between menswear and womenswear open the door to easier innovation in both areas, and the movement certainly seems to track consumer demand and broader societal changes. Fit will be a potentially challenging area, however, and one we look forward to helping sizing partners such Alexander McQueen tackle down the line.
3. Experience Is Everything
“Experiential retail” has been emerging as a key offline industry trend for months and was on display at Martine Rose’s latest outing. The London-based designer hosted an innovative show that seamlessly blended rugged outdoor pieces with luxury in the slightly unlikely surroundings of a climbing gym in Tottenham.
Rose’s pairing of cycling shorts, oversize fleeces, and retro anoraks with tailored classics such as high-waisted trousers and wide-shouldered blazers brought a welcome touch of urban adventure to an otherwise often staid London catwalk experience. It’s a broadening of horizons we can expect to see creeping into the in-store experience across many brands and retailers next year.
4. Big Shorts Are Back
This year’s collections also offered sweet relief for men still reeling from the recent reign of extreme lower body silhouettes. Having suffered through stovepipe skinny jeans and ludicrously baggy trousers in the recent past, the arrival of big shorts is a pleasantly straightforward trend to look forward to in 2018. Dries Van Noten and Cottweiler both showcased tailored, sporty cuts which proved that execution rather than excess is all that’s required to make a statement when it comes to fit.
5. Shirts Are There to be Tucked
In a possible nod to hip-hop’s finest, luxury lines have had men styling shirts and tees like dresses for the past few seasons, but things seem to be tightening up at the top with a play on nineties dad aesthetics. Along with fashion mavens Gosha Rubchinskiy and Demna Gvasalia, brands such as Prada, Dries Van Noten, and cult Berlin label GmbH left no shirt untucked this year.
We hope you’ve enjoyed our quick breakdown of what’s coming down the line for menswear in early 2018. As ever, we’ll be going above and beyond to make sure these trends (along with hundreds of others) are perfectly captured by our sizing platform in order to help data partners provide a perfect fit for shoppers into 2018 and well beyond.
If you’d like to instantly apply the power of machine learning to your fashion brand to stay on top of trends and unlock a wealth of detailed demographic data while you’re at it, get in touch with us today!
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