Men’s Fashion Week Europe – Snapshot Theme Analysis
Candida McCollam |
 07/13/15 |
2 min read

Last month’s Fashion Week flurry of Men’s Collections staged in London, Paris and Milan revealed both distinct trends and divergences among presenting designers. The NetBase Crosstab analyses in this post provide a glimpse.


The Paris Men’s collection garnered significantly higher discussion around Street Style—both on and off the runway—further underscored by mentions of leisure attire. Discussion about sneakers and the prominent parading of designer brands at shows—worn by models and attendants—reinforced the notable design trend toward more casual athleisure and unstructured men’s designs.


However, tailoring was not sacrificed for comfort. Designers at the European Men’s shows were also applauded for their fine tailoring, as noted in the Crosstab analysis. Designs included techniques usually found in women’s fashion, including appliqué and the use of embroidery and lace, often sewn onto layers. Coinciding with the appliqué trend—dominated in Paris by Burberry and Gucci—is the gender-bending social media discussion attributed as bold statements of fashion androgyny.


In an analysis of 9 fashion labels presenting at the European Men’s Collections, Ralph Lauren led social media discussion on leisure wear, whereas Gucci and Chanel (followed by Dior, Burberry and Lauren) spawned discussion on the retro/nostalgic theme. Gucci dominated the discussions on several themes: appliqué, gender neutrality, sneakers and retro/nostalgia.


More high-end and luxury designers are jumping into the sneaker market, clearly revealed at the Paris Men’s shows in the Crosstab analysis chart above. Prominently featured in the discussion are Gucci, Chanel, Louis Vuitton, Burberry and Versace.

About the Author: CANDIDA MCCOLLAM: Global social media analyst, native language research specialist and localization expert. Passionate about social media cultural discovery in global markets in 43 languages. Delivers global social media brand audits, analytics, brand innovation insights, media tracking, netnography. Yogini, linguaphile, passionate about global cultural research, social brand innovation, competitive positioning, social analytics.

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