
Published 26 November 2025
Inspired by our S/S 27 Fashion Directions, as well as the freshest looks from the latest luxury catwalk collections, we’ve identified nine key trends for summer vacation 2027 – with takeaways to inform relevant product development, visual merchandising and marketing campaigns for this lucrative seasonal opportunity.



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From movies to food, the consumer appetite for merch is more wide-ranging and insatiable than ever. But as it evolves from a playful novelty to a powerful marketing tool and street cred barometer, striking the right balance between fandom-fueled must-have and gimmicky wearable advertisement is tricky. We explore the...