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New Season: Men’s Trends to Know for SS24
Feature: Quick Read
Words by Tony Wilkes
If there’s one word to sum up Spring/Summer 2024, it’s ‘reinvention’. Designers are returning to menswear’s most enduring styles and succeeding in making them relevant and new. Such is the story at two of the season’s most talked-about brands – Burberry and Louis Vuitton – world-famous heritage labels that, under new direction, are boldly transformed for today. Classic, timeless and easy to wear, these are the trends you’ll be seeing this spring.
Hed Mayner jacket, JW Anderson shirt and cap; EZR jeans
So, what has changed? This season, it’s a question of cut. Jackets are loose and casually oversized; jeans are wide or classically straight. In fact, you won’t find one tight fit in sight where the likes of Hed Mayner, Burberry and Juun.J are concerned.
Dynamic Denim
Denim can’t really be trending – can it? The bedrock of every man’s wardrobe, it has been there for decades. Trusty, effortless and perhaps too ubiquitous to be a trend.
So, what has changed? This season, it’s a question of cut. Jackets are loose and casually oversized; jeans are wide or classically straight. In fact, you won’t find one tight fit in sight where the likes of Hed Mayner, Burberry and Juun.J are concerned.
Spotlight On: BurberryShop Burberry
How can a world-class heritage brand keep up with the times? Under chief creative officer Daniel Lee, Burberry house codes combine with the label’s innovation history for a collection of functional outerwear, refined tailoring and impactful accessories – plus a new seasonal check. A masterclass.
Rhude jacket and T-shirt; Amiri trousers
Setting the agenda, Rhude brings its Los Angeles attitude to London as a new brand to Harrods; EZR transforms the traditional shape with an asymmetric, double-breasted front; meanwhile, Off-White replaces sporty appliqués with 10 years of house icons in homage to its late founder Virgil Abloh in a limited edition collection.
Varsity Jackets
The collegiate classic ditches the campus for city streets this season, arriving in quality leather and wool.
Setting the agenda, Rhude brings its Los Angeles attitude to London as a new brand to Harrods; EZR transforms the traditional shape with an asymmetric, double-breasted front; meanwhile, Off-White replaces sporty appliqués with 10 years of house icons in homage to its late founder Virgil Abloh in a limited edition collection.
Hed Mayner cardigan, Louis Vuitton shirt, tie, sunglasses, trousers and shoes; Maison Margiela bag
Like all great genres, preppy survives through fresh reinventions of ubiquitous classics. Think elevated rugby shirts and polos, blazers and cardigans with an eccentric twist, and smart-casual brogues – ideal for the office.
Preppy 2.0
Once confined to students of East Coast schools, prep style has spread far and wide, appearing everywhere from Mike Amiri’s LA streetwear to tongue-in-cheek pieces courtesy of JW Anderson.
Like all great genres, preppy survives through fresh reinventions of ubiquitous classics. Think elevated rugby shirts and polos, blazers and cardigans with an eccentric twist, and smart-casual brogues – ideal for the office.
Trending Men’s Bags for 2024
One bag just won’t cut it this year. A sleek leather tote is a man’s new daily essential for both work and play, in step with a preppy wardrobe. On the flipside, maximalism is equally encouraged. Louis Vuitton’s recently instated men’s creative director Pharrell Williams offers a new generation of It-bags, revamped with head-turning colours and a Pixel version of the brand’s Damier motif. All eyes will be on you.
Maison Margiela bag, Louis Vuitton trousers
EZR jacket, Rhude hoodie, Saint Laurent sunglasses, Louis Vuitton bag, Studio Nicholson trousers, Axel Arigato sneakers
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