S/S 2027/28

THE UNPROCESSED

FASHION FORECAST

Key Action Points

Today’s consumers are yearning for something real—something that breaks free from the cookie-cutter aesthetics of modern design. For years, the trend was all about sleek, polished, and perfect. Smooth surfaces, seamless interactions, and flawless appearances became the standard. But that perfection has started to feel cold and lifeless.<div><br></div><div><br></div><div>Now, we’re seeing a shift toward ruggedness, rawness, and imperfection—qualities that feel honest and grounded. It’s about creating products and experiences that resonate on a deeper, more sensory level. Texture, for example, is no longer just a subtle detail. It’s becoming a key feature, inviting people to touch, feel, and connect with what they’re buying or experiencing.</div><div><br></div><div><br></div><div>This movement isn’t about rejecting beauty but redefining it. It’s beauty in the unpolished, in the authentic, in the details that feel handcrafted and personal. By moving away from overly curated perfection, brands and designers are creating a sense of realness that speaks to a growing desire for connection in a world that often feels too uniform and detached.</div><div><br></div><div><br></div><div>In short, rawness isn’t just a style—it’s an emotional experience, one that satisfies a craving for depth, honesty, and meaning in the everyday.</div>

<div>01- Sensory friction emerges as a powerful medium for designing products and experiences that actively challenge and provoke consumer senses, transforming discomfort into an appealing and gratifying element.</div><div><br></div><div>02-Nature’s influence is no longer limited to décor or traditional aesthetics — it’s permeating even the most tech-dominated realms with designs that echo the organic, raw, and imperfect qualities of the natural world.</div><div><br></div>03-Imperfections and rawness not only attract consumers seeking relief from digital sleekness but also convey a sense of product quality and robustness.

Material And Textile Inspiration

Gustav Westman x Highsnobiety

Once synonymous with soft and squiggly designs, Stockholm-based designer Gustav Westman has expanded his visual language to include spiky elements. In partnership with Highsnobiety, the designer presents an exclusive collaboration featuring ceramics and apparel, along with his iconic pieces. The iconic Chunky Cup that anchors the refreshed lineup has been reimagined as the Spiky Cup. This subversive transformation contrasts the cuteness and charm of round forms with a spikiness that simultaneously entices and deters touch, adding a complex layer to the cup's appeal.

Brutalisten Pop-up Restaurant

Carsten Höller’s brutalist pop-up restaurant in Paris is a temporary vision of the renowned&nbsp;Brutalisten&nbsp;that opened in Stockholm in 2022. The restaurant is set in a Parisian railway station and its menu is featuring a six-course tasting for lunch and an eight-course dinner. The main rule is that dishes are made from a single ingredient—or at most two — and these are used alone, possibly adding water and salt. Somewhere between a restaurant and a social experiment, Brutalisten pushes the concept of "Less Is More" to its limits, applied to cuisine. As Höller explained at the opening of the first location: “It transports you to an unexplored culinary territory, governed by rules that may provoke discomfort, but also that intense pleasure often associated with a great work of art.”

The Sustaina-C Concept distinguishes itself with its innovative exterior panels, meticulously crafted from recycled acrylic resin obtained from second-hand taillights. Eschewing traditional painted surfaces, these unpainted panels not only significantly reduce emissions during their production process but are demonstrably more robust. The raw, unprocessed quality of these materials not only evokes a sense of rugged durability but indeed delivers enhanced resilience. These panels withstand environmental stressors such as cracks and adverse weather conditions far better than their painted counterparts.

Honda Sustaina C Concept

Key Action Points

01 Sensory friction emerges as a powerful medium for designing products and experiences that actively challenge and provoke consumer senses, transforming discomfort into an appealing and gratifying element.

02 Nature’s influence is no longer limited to décor or traditional aesthetics — it’s permeating even the most tech-dominated realms with designs that echo the organic, raw, and imperfect qualities of the natural world.

03 Imperfections and rawness not only attract consumers seeking relief from digital sleekness but also convey a sense of product quality and robustness.

Consumer Insight- PVP

Purpose/Personality

Product

Values

Nature’s influence is evolving beyond conventional décor and rustic aesthetics, now extending into even the most tech-driven spaces. Design is increasingly embracing the organic, raw, and imperfect beauty of the natural world. For S/S collections, lightweight natural fabrics such as organic cotton and linen take center stage, offering both comfort and authenticity. A palette grounded in soft, neutral hues—like PANTONE 11-4101 TCX Stalactite—underscores this return to simplicity, reinforcing a quiet elegance rooted in nature

Consumers fatigued by artificial, fast-paced lifestyles are shifting toward a more grounded and intentional way of living—embracing nature not just in practice but as part of their identity. This emerging consumer personality values simplicity over glamour, choosing the authenticity of farms, villages, and gardens over nightlife or club culture. They are life enthusiasts who prioritize quality over quantity, with sustainability at the core of their choices. This mindset is redefining aspirational living through a lens of calm, connection, and conscious consumption.

Sustainability, ambivert, conservative, traditionalist, Spirituality.

PANTONE<div>18-1354 TCX</div><div>Burnt Ochre</div>

PANTONE<div>18-1125 TCX</div><div>Pecan Pie</div>

PANTONE<div>12-4001 TCX</div><div>Early Frost</div>

Seasonal Color Palette

PANTONE<div>11-4101 TCX</div><div>Stalactite</div>

PANTONE<div>12-1306 TCX</div><div>Nova Scotia</div>

PANTONE<div>14-1315 TCX</div><div>Hazelnut</div>

PANTONE<div>16-0526 TPG</div><div>Cedar</div>

PANTONE<div>13-4108 TCX</div><div>Nimbus Cloud</div>

PANTONE<div>18-0527 TCX</div><div>Olive Branch</div>

Core Color Palette

Capsule color - PANTONE 13-4108 TCX Nimbus Cloud

PANTONE<div>11-4101 TCX</div><div>Stalactite</div>

PANTONE<div>12-4001 TCX</div><div>Early Frost</div>

Capsule color -PANTONE<div>12-1306 TCX</div><div>Nova Scotia</div>

PANTONE<div>14-1315 TCX</div><div>Hazelnut</div>

KEY STYLES

SUSTAINABLE LIVING

RAW LIFE

THE PERFECT IMPERFECTION

THE RELAXED

Pastoral aesthetic romanticizing countryside living with sustainability focus

Sustainability is a key to these consumers. They are young and healthy world and healthy life is key for them

The consumers don't want a perfect crafted things, but rather they prefer an imperfect perfect natural fabric and prints.

The consumers don't want a perfect crafted things, but rather they prefer an imperfect perfect natural fabric and prints.

Key Style- Sustainable living

RECOMMENDED BRAND<div>-LORO PIANA</div>

"Loro Piana's latest menswear collection signals a definitive shift towards a 'raw authenticity' aesthetic. We're seeing a macro trend of tactile materiality, and this collection is a case study with its emphasis on granular and raw-surfaced fabrics. This isn't about overly rustic design; instead, it's a form of 'soft minimalism.' The silhouettes are clean and uncluttered, allowing the natural textures to take center stage. The neutral color palette reinforces this, creating a sophisticated, earth-toned uniform. Underpinning the entire collection is a strong narrative of sustainability, which in the luxury space, translates to timeless design and a celebration of natural, enduring materials."

RECOMMENDED BRAND - RALPH LAUREN

"Ralph Lauren continues to dominate the 'modern professional' aesthetic by anchoring its collections with the blazer, a cornerstone of its brand identity. We're observing a key texture story here: a sophisticated duality of 'refined yet raw.' This isn't about ruggedness; it's about adding dimension through materials like suede, herringbone, and textured wools that project an effortless, old-money elegance. The key demographic remains the discerning professional male, who invests in timeless style over fleeting trends. This season, the standout color is a rich golden brown, a strategic choice that taps into the broader movement towards warm, earthy neutrals while reinforcing the brand's signature autumnal and aspirational feel."<div><br></div><div><br></div>

ROUGH TEXTURE BLAZER

Key Item- Dotted Textured fabric Blazer

PANTONE<div>11-4101 TCX</div><div>Stalactite</div>

KEY DETAILS

Collar with extra button hole

Collar with extra button hole

Standup collar with leather piping

Standup collar with leather piping

Key Fabric-Dotted Texture

Dotted Texture, raw surface fabric will be very important for the consumers who love to live in a natural life. The fabric works well for the men's blazer and shirt as well.

RAW LIFE

<div><span style="background-color: transparent;">A growing consumer shift toward raw, unprocessed aesthetics is redefining modern dress codes. Embracing natural, untreated materials has become a conscious response to the overly polished, digitized lifestyle. This preference for imperfection and authenticity resonates deeply with individuals seeking tactile relief from visual overstimulation. Beyond aesthetics, the appeal lies in the perceived integrity and durability of these materials—positioning rawness as both a style statement and a marker of quality craftsmanship.</span></div><div><br></div>

RECOMMENDED BRAND - TODD SNYDER

RECOMMENDED BRAND - ZEGNA

RECOMMENDED BRAND- DOLCE AND GABBANA

Dolce &amp; Gabbana’s Spring/Summer 2025/26 menswear collection presents a thoughtful balance between sustainability and artisanal creativity. Notably, the blazer category showcases innovative fabric choices—highlighting raffia weaving techniques and breathable linen as primary materials. These design choices not only reinforce a commitment to eco-conscious fashion but also cater to the modern professional seeking comfort, lightness, and elevated craftsmanship in warm-weather tailoring.<div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div>

Key Fabric- Raw Woven Raffia and Linen

LIFESTYLE- THE PERFECT IMPERFECTION

As consumers increasingly reject the pressure of perfection, there's a growing desire for authenticity and rawness in daily life and fashion. This cultural shift is redefining ideals—trading polished precision for lived-in, expressive aesthetics. In menswear, particularly within the blazer category, we anticipate a rise in deliberately imperfect finishes—think uneven threadwork, organic textures, and unrefined print placements. These tactile irregularities reflect a deeper craving for emotional comfort, freedom, and individuality, aligning with the broader “imperfect is human” narrative for the S/S 2027 season.<div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div>

Recommended Brand- Zegna

&amp;Kin Tweed Julius Blazer , &amp;Kin Ribbon Long Sleeve Boxy Collared Overshirt, Huge Cotton &amp; Virgin Wool Blend Suit

Key Item- Raw Texture Blazer

Key Items- Unpolished Casual blazers

KEY ITEM- WRINKLED BLAZERS/SUIT

Key Details Visible Raw stitched Blazers

Key Details

COLLAR PIPING

FABRIC WITH HOLE

WRINKLED POCKET

WRINKLED POCKET

WRINKLED POCKET

For the upcoming season, the Unprocessed Aesthetic is redefining men’s blazers with raw, tactile appeal. Wrinkled pockets and rugged, untreated fabrics capture an effortless authenticity, while subtle detailing like piped collars enhances their crafted imperfection. The addition of functional elements such as flap pockets leans into utilitarian design codes—fusing practicality with the beauty of the unfinished. This trend speaks to a growing consumer desire for garments that feel lived-in, grounded, and real.

Key Pattern and texture

Raw Textured Fabric

Textile and Materials- Raw Texture

Labeling and Branding

For labeling and branding, embrace the raw aesthetic by using unfinished fabric edges to display branding and size details. This approach reinforces the unrefined, artisanal character of the garment, aligning perfectly with the unprocessed trend while adding a distinctive, tactile identity to the piece.

Lining

LIFESTYLE- RELAXED OFFICE

Recommended Brand- Tagilatore

Relaxed and soft blazers are key. Textured look in two and four button styling make it easy to carry.

Key Item- Relaxed Soft blazers

Linen earthy neutral blazers with patch pocket and contrast collars are expected to further gain the market. The trend is perfect for men of all the age groups.

Key Item- Copped Relaxed Blazer

amomento-beige-oversized-blazer

Key Item- dropped shoulder relaxed blazer

Key Details

Rounded open Pocket

Contrast Lapel Design

Raw Embroidery

Wrapped cropped blazer

Raffia Crochet

Key Fabric-Linen raw Blazer

F-TREND.COM