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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.

Wearing a blue denim jacket and cap, a male model stands in front of a London taxi which is parked in front of Harrods

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.

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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.

Shop Men’s Denim JacketsShop Men’s Jeans
A male model wears a green Burberry puffer jacket and Burberry check trousers
THE BRAND TO BE SEEN IN
Spotlight On: 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.

 

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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.

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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.

Holding a newspaper and a black bag, a male model wears a cream cardigan, shirt and black tie

Hed Mayner cardigan, Louis Vuitton shirt, tie, sunglasses, trousers and shoes (available in-store); 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.

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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.

A male model carries a copy of The New York Times and a black leather bag by Maison Margiela
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A male model and female model walk out of Harrods arm in arm, they are wearing stylish new-season clothes

STORIES

Bringing you a weekly dose of everything from expert styling tips to dinner party solutions – at Harrods, it’s all about living your best life.

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