BIENVENUE WELCOME
BIENVENUTI BIENVENUE
BENVENUTI BIENVENUE BIENVENUE WELCOME
SON COLORS
OPEN TO JOY
In a world overwhelmed by urgency, polycrisis and social tension, creation is becoming an act of resistance. The season’s collections express a radiant vitality, reaffirming the power of play, connections and authentic emotion.
One emotion dominates Summer 2027: joy. Powerful and deliberate, it is returning to the very heart of the creative process.
In recent seasons, a hedonistic impulse combined with a search for intensity has begun to reshape both aesthetics and consumption patterns.
In Summer 2027, desire has shifted. The craving for heightened emotions is still there, but it has moved away from the short-term dopamine hit towards a more lasting, meaningful, shared and restorative joy.
Signals indicate that the “dopamine culture” has reached its peak: the rotation of microtrends is slowing down and attention is turning to longer, more engaging, formats.
Joy no represents longer a fleeting escape from tension — it has become a conscious choice, a bold manifesto for a more vibrant world.
JOY, THE NEW CREATIVE FORCE
OPEN TO JOY
PLAY, AS A DRIVER OF RENEWAL AND COHESION
The past few years have seen the emergence of a general and multifaceted fatigue. A sense of financial nihilism has taken hold. Younger generations have endured several recessions and forged emotional resilience.
In this climate of disenchantment, play becomes a lucid counter-movement: a space to regain control over reality, to act rather than endure, to transform anxiety into creativity and to nurture individual and collective well-being alike.
This conscious playfulness is subverting conventions, using irony and reorchestrating daily life to restore its meaning and vitality.
Pleasure remains, but it is now more grounded — serving meaningful and shared experiences.
TOWARDS EMBODIED COMMITMENTS
This newfound lightness, combined with commitment, will be able to create authentic connections, which are increasingly vital in a context of obvious social fragmentation.
The spectacular, provided it is genuine and lived, belongs in Spring–Summer 2027. Brands are now being called upon to abandon the cosplay-ification of styles and to express the values they champion through concrete actions: continuity in commitments, transparency in manufacturing and decision-making as well as tangible responses to social tensions.
“Voyeur” collection by Yisheng Chen
Wataru tominaga
OPEN TO ELSEWHERE
THE GLOBAL FASHION AESTHETIC SHIFT: ORIGINS, IMPACT AND MARKET IMPLICATIONS
The fashion industry has undergone a profound aesthetic transformation, moving away from Eurocentric ideals to espouse a more diverse and expansive cultural landscape. This evolution is not merely visual: it reflects deep geopolitical, social, and generational shifts that are influencing the way in which fashion is conceived, consumed and perceived all over the world.
ORIGINS: MIGRATION, IDENTITY AND POSTCOLONIAL LEGACY
Many of today’s most influential designers come from regions and communities that have been historically underrepresented in fashion — Africa, Asia, the Middle East, Latin America, Eastern Europe. Their personal journeys have often involved migration, displacement or diasporic identities.
These experiences have given rise to a new creative language that interlaces ancestral heritage with contemporary narratives.
Through textile traditions, family rituals or reinterpretations of gender and identity issues, these designers are proposing an aesthetic shaped by their hybrid journeys.
OPEN TO ELSEWHERE
REJECTING NORMS AND ESTABLISHING NEW CREATIVE HUBS
Designers are no longer seeking validation solely from the traditional fashion capitals. They are asserting their own centres of creation, merging craftsmanship, social engagement and personal symbolism into garments that embody lived realities and aspirations. Fashion is becoming a tool for self-definition, a storytelling medium and a vehicle for reclaiming cultural heritage.
CRAFT, COMMUNITY AND COMMITMENT
This new movement defines itself as much through its origins as its modes of action. Artisanal techniques, sustainable processes and local collaborations are being brought to the forefront.
The result is fashion with real meaning, combining ethical production with aesthetic excellence. These approaches also respond to consumers’ growing demand for authenticity and transparency.
Anil Padia
OPEN TO OTHERNESS
REBELLIOUS BEAUTIES
A liberating energy is rising against wornout standards, triggering the emergence of new approaches to fashion and embracing subversive forms of beauty. Nourished by diversity and the living world, creation is now celebrating alternative forms of beauty — freer, more radical or more unsettling.
THE LIVING WORLD, A NEW CREATIVE ENERGY
Between the plastic era and the age of AI, a need for embodiment is emerging. Younger generations are turning away from polished ideals to explore a more organic beauty — sometimes rebellious, sometimes romantic.
The dirty, the punk, the gothic, the uncanny — these are all becoming expressions of vitality and reality.
Even in innovative processes, this rejection of the sanitized and this longing for the living are represented by a fascination with transformation: fermentation, mycelium, adaptive or evolving materials — reflections of a world in search of vital energy, in motion, reanimated through creation.
OPEN TO OTHERNESS
FROM HYBRIDIZATION TO THE SINGULARITY
Against the tide of “one-size-fits-all” and standardization, the season is championing singular, irreproducible expressions.
Identities are being forged through successive hybridizations in a play of intertwined influences where complexity becomes a living signature.
Defying algorithmic bubbles and uniformity, plural identities are emerging — deliberately elusive, untamed and inimitable.
Neck laced #5, Davide Stucchi, 2025. Courtesy of the artist, A Maior, Viseu, and Martina Simeti, Milan