Men's Fashion Week SS27: Craft vs. Spectacle at Louis Vuitton, Prada, and Berluti

Men's Fashion Week Spring/Summer 2027 in Milan and Paris highlighted a tension between viral spectacle and quiet craftsmanship. Pharrell Williams transformed a Paris courtyard into a beach for Louis Vuitton, complete with sand and a breaking-wave installation, making the clothes one element among many. In contrast, Berluti presented at the Simone & Cino Del Duca Foundation, focusing on repair and longevity, noting 97% of its products can be repaired. Prada, led by Miuccia Prada and Raf Simons, titled their collection 'Clarity,' with translucent floors and a disciplined palette. Jonathan Anderson showed Dior at the Musée Nissim de Camondo, using the setting to argue for heritage as a living material. Saint Laurent, inspired by Marguerite Duras and Tina Chow, used Fujiko Nakaya's mist to alternately conceal and reveal looks. In Milan, Brioni expanded its Maestria bespoke program, Tod's introduced Pashmy leather, and Ralph Lauren collaborated with Sashiko Gals and KUON on sashiko embroidery. The season's central question: can craft compete with viral moments?