S/S 2023
Men’s Trend Toolkit POWERED BY : Anna Shvets, Pexels
The Renewal
Consumer Driver The ever-cha nging nature of t he pandemic has ca used the co ns umer perceptio n o f brands, pro ducts a nd experiences to s hift, redefini ng global co nsumptio n a nd priorities. Whet her it be retur ning to t he office or socializing with friends, t he need for human interactio n will motivate a return to nor mality. After nearly two long years of disruptio n fo cusi ng on t he likes of casualwear and the need for comfort, cons umers will begin to unleash pe nt-up buying power as t he demand for newness coincides wit h the need to dress t o impress wit h more social freedoms o utside o f t he ho me. In co ntrast to t he reinvigorated demand for o ccasio n dressi ng, work place wardr obes will conti nue to be casually rooted as peo ple co ntinue to exist in hy brid work environments. As we settle into cha nge and follow o ur ha ppi ness in 2023, the belief that thi ngs will get better, a nd t hat i ndividuals can play an i mporta nt role in driving t his change, is ins piring cons umers to fo cus o n w hat a renewed w orld will look like. Comm unity is key, so brands t hat e nable people to co nnect aro und aut he ntic a nd respect ful lo cal and global stories, shared aesthetics, and values will have a stronger impact. Pro ducts a nd experie nces t hat s upport wellness, self-care, and healing rituals will not o nly feel more appealing – they will also feel more necessary.
As sustaina bility becomes a more urgent co ncer n, bra nds need to ramp up t heir efforts to reflect customer values in t heir assortments, supply chains, and ways of working.
Consumer Stat
59%
Industry Stat
$
of consumers
By 2026
in Britain have bought from local stores and services more regularly during lockdowns.
The outdoor clothing market was was forecast to reach a value of 19.6 billion U.S. dollars by 2026.
Deloitte
Statista
Category Stats
27%
+34% YoY
Neutral tones
Cut-Out Tops
new-in volumes of neutral coloured apparel are growing across all market segments, especially within premium (+43% UK, +27% US, +22% Germany) and mass-market segments (+98% UK, +13% US, +42% Germany)
During Men’s Fashion Week ‘22, “sexy” outfits were spotted on many runways. Shoppers have been looking for similar pieces, with cropped (+21%), cut-out (+34%) and mesh (+29%) tops being especially high on male shoppers’ wishlists.
WGSN Insight
Lyst 2
19.6bn
“
After years of rapid industry, technological and social acceleration, 2024 ushers in an era of realignment: with ourselves, our workplaces and the planet. Though we may chase new metaeconomies and run towards new industries, post-pandemic recovery is a marathon, not a sprint. Businesses that are investing in consumer road-maps, multi-level product development testing and social science survive the long-haul. Think fast commerce but embrace slow.” Andrea Bell, Director of Insight, WGSN
Cottonbros, pexels
Introduction
Trend Narrative As the dust settles from t he upheaval of t he past few years, t his seaso n calls for t he ex ploration of how we find bala nce a nd ha ppi ness, bot h individually and collectively. There is a growing expe ctation and dema nd for pr oducts, experiences a nd systems that are smarter, simpler a nd more sustainable, as organizatio ns a nd individuals explore how to build a more equitable world. After a lo ng period of restraint, t he urge t o reco mmit to life beyo nd t he living room will take on different forms. The de mand for smarter products begi ns to pick up once more, be ready with so me clever pieces that deftly traverse from dressier, hybri d work- home mome nts to vacation style. Color is used e motively, balanci ng both confidence a nd clarity. Aim to incor porate bold a nd even hyper brig ht colors to amp up t he joyful fact or. Brig hten up basics and volume lines with some retro- butnew colors a nd combi nations t hat no d to the '60s, '70s or '80s. Prints/patterns and graphi cs, under pinned by a sense of meaning, e ncompass a range o f styles: abstract a nd painterly, sundrenched pri nts are i mporta nt, w hile tro pical i nspiratio ns avoid the more obvious motifs in favor of foliage-heavy or tapestry inspired, abstract designs or retro geometrics and che cks. Punctuate predi ctable items wit h highly individual pri nts t hat co nti nue t he wearable art t heme that re mains popular in mens wear and gives co nsumers a reaso n to buy. Materials should be textural and sensory, but not overwhelming.
This seaso n presents a clear-eyed and respo nsibly minded vision of w hat good design can be a nd do, where pro ducts and processes are intelligent, thoughtful and full of optimism. Cottonbro, Pexels
4
Men’s Trend Toolkit
Big Ideas
Cottonbro, Pexels
Big Ideas
Edward Berthelot, Getty
01 The Desert Rider
6
Edward berthelot, Getty
02 The Business Casual Savant
Peter White, Getty
03 The MidCentury Modern Man
Peter White, Getty
04 The Guerrilla Gardener
Victor VIRGILE Getty
05 The Future Hedonist
Estrop, Getty
06 The Coastal Explorer
Stefani M. D’Alessandro, Getty
07 The Summer Chaser
01 Big idea
The Desert Rider The latest iteration of utilitarian themes takes us to the desert, in a modernist context. The story sees technical fabrics and details share space with unpretentious, natural fabrics, putting a spotlight on neutral colors and sandy or papery textures. This is where the desire for slightly smarter dressing and the need to reconnect with nature converge. We expect this S/S 22 catwalk theme to expand well into S/S 23. As well as the nods to safari style, influence comes from more modernist camping and survival kits.
Bleached Cotton
PANTONE: 11-0103 TCX
Bay Leaf
PANTONE: 16-0430 TCX
Parchment
PANTONE: 16-0928 TCX
Zinc
PANTONE: 17-3802 TCX MilanStephan Fashion Isabel Marant Schmid, Week, A/W Unsplash 20/21
Silt
PANTONE: 18-1027 TCX
Key Items: The Safari Jacket, Knitted Set, The Resort Shirt, The Patchwork Short Key Footwear: The Lifestyle Runner, The Flat Sandal Key Details: Modular Trims, Straps, Tie details and Removable sections, Layered look, Sandy Textures
Peter White, Getty
Key Prints: Painted Botanicals, Ancient Carving Motifs, Natural Dyes Key Collections: 1017 ALYX9SM, Diego Zuniga, Robyn Lynch, 18 East
Edward Berthelot, Getty
7 Cottonbro, Pexels
02 Big idea
The Business Casual Savant Work- and career-wear come to exist in the blurred boundaries between working from home or in the office, and dressing for work-time and social-time. Work-leisure trends are set to evolve and mature. Designers seek to find a nuanced balance with pieces that owe their comfort and aesthetic to sports and leisurewear, as well as slightly sharper, more serious items that give out the right message about professionalism. This will mean different things in different cultures, as it always has, but what is consistent is how younger consumers are reclaiming smart looks and tailoring as a message of subtle power.
Optic White
PANTONE: 11-4800 TCX
Midnight Blue
PANTONE: 19-3932 TCX
Digital Violet
PANTONE: 17-3920 TCX
Atlantic Blue
PANTONE: 18-4034 TCX
Palm Leaf
PANTONE: 18-6018 TCX
Key Items: Single Breasted Blazer, The Band Collar Shirt, The Shorts Suit, The Wide Leg Trouser, The Short Sleeve Cardigan Key Footwear: The Slingback Mule, The Penny Loafer, Lace-Up Shoe
Edward Berthelot, Getty
Key Details: Sporty Fabrics, Knitted Textures
Key Prints: Color-blocked Solids, Tech-inspired Pixels Key Collection: Acne Studios, Jacquemus, COS, Nanamica, L'Échoppe, Uniforme Paris Edward berthelot, Getty
8 Mihis Alex, Unsplash
03 Big idea
The Mid-Century Modern Man Nostalgia and the lure of the familiar will continue to influence menswear, calling to mind the hedonism of bygone eras and a rosetinted view of when things seemed less complicated. As remains the case in automotive design and entertainment, reinventing and rebooting the classics has proven to be a winning formula.
Cirrus Blue
PANTONE: 14-4318 TCX
Rooibos
PANTONE: 18-1354 TCX
Sepia
PANTONE: 19-1220 TCX
Satin Brass
PANTONE: 17-0210 TCX Isabel Marant A/W 20/21
Vintage Pink
PANTONE: 16-1710 TCX
Key Items: The DB Suit, The Shorts Suit, The Sport Coat, The Varsity Jacket, Polo, Knitted Vest, Chinos, The Printed Scarf Key Footwear: Color-blocked Loafers, Leather House Slipper, The Plimsoll Shoe
Key Details: Wider Lapels, Generously Cut trousers, Blocked and Spliced Color Accents, Statement Making color
Edward Berthelot, Getty
Key Prints: All-over Monograms, Ombrés for Button-down Shirting, Playful Plaids Key Collections: Casablanca, Lacoste, Casablanca, Lacoste, Bogey Boys, THATBOII, Rowing Blazers, Todd Snyder, Tommy Hilfiger's Adaptive
Edward Berthelot, Getty Peter White, Getty Images
9 Markus Spiske, Unsplash
04 Big idea
The Guerrilla Gardener
Palm Leaf Vintage Pink
PANTONE: 16-1710 TCX
Tranquil Blue
PANTONE: 17-4139 TCX
Honeycomb
Driven by consumers wanting to reconnect with nature, this theme centers on the mindful pleasures of gardening - from tending a pot on a terrace to the subculture of guerrilla gardening. With growing interest in where our food comes from, consumers are also paying more attention to the journey of their clothing, so keep looking to more sustainable resources and practices. Pieces that are utility-inspired or derived from streetwear form the basis of this story and are decorated with floral and botanical motifs. Gardening is a key inspiration, whether it be small and specialized brands that have made this their raison d'ê tre, or high-profile collabs such as JW Anderson for Uniqlo.
PANTONE: 18-6018 TCX
PANTONE: 13-0942 TCX MilanStephan Fashion Isabel Marant Schmid, Week, A/W Unsplash 20/21
Sepia
PANTONE: 19-1220 TCX
Key Items: The Chore Jacket, Straight Leg Trousers, Premium Hoodie, The Baseball Shirt Key Footwear: The Artisan Slip-On, The Plimsoll Sneaker
Victor Boyko, Getty
Key Details: Bast Fabrics, Minor Embellishments, Utility or Streetwear Inspired Details, Oversized Workwear, Sustainable Materials Key Prints: Botanical and Floral Motifs, Painterly and Splattered Effects, Artworks of Woodblock Techniques, Vegetal Tone Tie Dye
Key Collections: Stüssy, Holzweiler, Krost, Aries Arise, Paul Smith, Aimé Leon Dore, Lad Musician
Cyrus Lopes, Unsplash Peter White, Getty
10 Eva Elijas Pexels
05 Big idea
The Future Hedonist
Golden Beryl Papaya Smoothie
PANTONE: 15-1245 TCX
Green Fig
PANTONE: 15-6317 TCX
Wild Rose
The ‘70s has worked as inspiration for countless designers over the last few seasons. This take on the trend moves away from the expected gentle retro palette and subtle sophistication, and instead incorporates hyper bright colors, exaggerated silhouettes, and soft masculinity touches to bring a futuristic, surreal element that has one foot in the past and the other in the virtual world. This is a celebratory look, designed with the mindset of someone looking to make a statement as they start attending parties, clubs, and gigs again.
PANTONE: 14-0750 TCX
PANTONE: 16-3118 TCX MilanStephan Fashion Isabel Marant Schmid, Week, A/W Unsplash 20/21
Digital Lavender
PANTONE: 15-3716 TCX
Key Items: Silk Button-Downs, Flared Trousers, The DB Jacket and Trousers Set, Long Sleeve Cardigan Key Footwear: RetroPenny Loafer, Rocker Boot Key Details: Bold and Bright, Laid-Back Wearability, Statement Pieces, Shine and Shimmer Finishes
Matthew Sperzel, Getty
Key Prints: Gentle Retro Florals, Bright Color Blocking
Key Collection: AMI Alexandre Mattiussi, Berluti, Celine, Diesel, Casablanca, Pigalle, Iago Otero, Walter Van Beirendonck
Victor VIRGILE, Getty
11 Sebastiaan Stam, Pexels
06 Big idea
The Coastal Explorer
Midnight Blue
PANTONE: 19-3932 TCX
Optic White
PANTONE: 11-4800 TCX
Satin Sky
PANTONE: 18-3949 TCX
Luscious Red
Originating from womenswear, this theme quickly blew up at the S/S 22 men's catwalk shows, evolving to include more than the muted, classic pieces that looked good on a northern European shoreline backdrop. The theme's translation to menswear brought with it a higher-octane element of modern sportiness – an ode to the preppy lifestyle brands that are currently so important – without losing its original charm and nod to the many times nautical themes have been around the block. This story is as much about Macintoshes for bleak, windswept days as it is for dining alfresco in the sun.
PANTONE: 17-4139 TCX MilanStephan Fashion Isabel Marant Schmid, Week, A/W Unsplash 20/21
Honeycomb
PANTONE: 13-0942 TCX
Key Items: The Resort Shirt, Short-Sleeve Cardigan, Pattern Matching Short Sets
Key Footwear: Artisanal Slip-On, Textured House Slipper, Court Sneaker Key Details: Toweling Textures, Nautical Motifs
Claudia Lavenia, Getty
Key Prints: Breton Stripes, Wearable Art Theme Prints
Key Collection: Balenciaga, Daniel Fletcher, Erdem, Todd Snyder, LRNCE
Estrop, Getty
12 George Desipris, Pexels
07 Big idea
The Summer Chaser The renewed desire for simple but joyful experiences lead us to make the most of sunny days, look for wellness in the everyday, and to express a more carefree side of ourselves through dressing. Take the luxe lounge theme in a new direction by re-styling shapes that promote relaxation and an ease of movement in a more rustic – but no less comfortable – way.
Setting Sun
PANTONE: 17-1361 TCX
Honeycomb
PANTONE: 13-0942 TCX
Oat Milk
PANTONE: 14-1208 TCX
Terracotta
PANTONE: 18-1354 TCX
Bloodstone
PANTONE: 19-1652 TCX
Key Items: Drawstring Trousers, The Lightweight Tunic, The Safari Jacket, The Paperbag Short, The Striped Tank Key Footwear: The Soothing Slide, The Boat Shoe, The Flat Sandal Key Details: Lightweight Fabrics, Toweling Trims, Simple Drawstrings
Key Prints: Summer Stripes, Faded Florals Key Collection: Jacquemus, Percival, SMR Days, Wales Bonner
Peter White, Getty
Stefania M. D’Alessandro, Getty Images
13 Shadab, Pexels
Seasonal Must-Haves The Desert Rider
The Business Casual Savant
The Mid-Century Modern Man
The Guerrilla Gardener
The Future Hedonist
The Coastal Explorer
The Summer Chaser
The Knit Polo
The Summer Suit
Lightweight Shacket
The Camp Shirt
The Flared Pants
The Paperbag Short
Cropped Straight-leg Jeans
The Slingback Mule
The Square Tote
Chain-Link Accessories
Category to Watch Based on trend-led retail
36% New-in, Based on retail data
45% of Newin Based on retail data
Category to Watch Based on trend-led retailers
+71% YoY, Based on social data
Category to Watch Based on trend-led retailers
49% of NewIn Based on retail data
Category to Watch Based on trend-led retailers
Category to Watch Based on luxury retailers
Category to Watch Based on trendled retailers
14
S/S 2023 Big Ideas
These Big Ideas sit on a spectrum ranging from Commercial to Conceptual The Desert Rider
Mid-Century Modern Man
The Coastal Explorer
The Future Hedonist
Commercial
Conceptual
Business Casual Savant
The Summer Chaser
Guerrilla Gardener
S/S 2023 Big Ideas
Trend Checklist 01
02
Many of the trends here have evolved out of joyfulexpression, which emerged as an uplifting counterpoint to the darker and protective trends surrounding initial fears around the pandemic. Look for opportunities to add youthful levity to ranges, incorporating statement-making primary colors, maximalist designs, and playful occasion-wear for consumers who are looking to celebrate self-expression.
Don’t forget to have fun
16
Explore new genderinclusive themes
03
Build in longevity with timeless design
04
From floral-printed workwear and utility styles to openwork and sheer fabrics in feminine shapes, the widening spectrum of masculinity is inspiring designers and brands to cater to many more kinds of consumers. As well as gender-inclusive collections, brands can adjust their parameters around color, fabric and shape to reach a wider and an even-more visibly diverse audience. Men come in all shapes, sizes and kinds, after all.
Many of the classic themes that are important for menswear ensure that key items don't change too often. With that in mind, play to the inherent qualities of those items and make sure your offer provides pieces that will endure well beyond the S/S ‘23 season, either because they are unique and covetable, or because they are carefully developed evolutions of timeless designs.
While there are plenty of opportunities here to work with more sustainable materials, there are also other ways to increase sustainable design practices. Consider upcycled materials for trends that have crafted details. Also, interest in regional style and designs affords you a chance to work as local as possible, decreasing your carbon footprint.
Think about responsible practices
The Next Step… Are you a buyer? Register to shop menswear trends (and more) at our upcoming dedicated market events:
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Are you a brand? Learn more about how you can showcase
your menswear collections at our upcoming market events:
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17
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