B2B fashion platform Fashion United has revealed menswear SS27 trends and key item predictions

• One of the defining themes shaping the season is the continued rise of ‘soft masculinity’ - an aesthetic that moves away from rigid, overtly aggressive styling in favour of a more tactile, expressive, and emotionally resonant approach. 
• Fueling this shift is a growing backlash against increasingly flat, screen-dominated digital lives. Consumers are experiencing what psychologists describe as a ‘haptic deficit,’ a craving for physical and sensory engagement.
• As a result, a simple cotton shirt is no longer enough to capture attention in a retail environment. Shoppers are seeking a sensory reward.

Expect designers and brands to respond with richly textured fabrics, touchable surfaces, and visually engaging patterns. Tactile materials, dimensional finishes, and vibrant plaids will play a key role, appealing not only to the eye but also to the desire for a more immersive, physical experience.

Key items will include:

• The check shirt and matching tie
• The jacquard half-zip sweater
• The geometric knit sweater vest
• The marled knit sweater with elbow patches
• The cropped suede utility jacket
• The patchwork cotton jacket
• The madras plaid utility suit
• The glen plaid slim-cut tailored pant
• The textured relaxed pant
• The patchwork duster coat

For more information, visit fashionunited.uk.