East Asia guide to Milan and Paris Spring 2027

K-pop fan frenzies, experiential pop-ups and a European heatwave defined Milan Fashion Week’s Spring 2027 menswear shows, setting the tone for Paris, which closes on Sunday. For K-fandom context, Cai Xukun (Kun) attending Thom Browne on June 22 in the Italian city saw #caixukunmilanfashionshow hit 12.7 million impressions on Xiaohongshu (also known as RedNote), as of this writing. Amid highs of 40℃, shows are also being judged on the level of air conditioning. Harrods’ Director of Fashion Buying Simon Longland summarized Milan Fashion Week in one word, “Hot — quite literally. The exceptional temperatures became an unavoidable part of the week and reinforced many of the themes we saw on the runway: lightness, ease and relaxed sophistication.” Beyond the shows and showrooms, brands are courting buyers and influencers through activations. To mark its Techwear Wellness launch, Balenciaga will run its Boost pop-up in Paris from June 26 to 28, serving cold juices, smoothies and protein bars. Kenzo has turned Place des Victoires into a week-long takeover folding together a showroom, café, market and flower shop. Among the shows, Pharrell Williams’ Louis Vuitton tonight ranks as a highlight, alongside Jonathan Anderson’s third menswear collection for Dior and Sarah Burton’s hotly anticipated menswear debut for Givenchy. Grace Wales Bonner does not arrive at Hermès until January, so this collection comes from the in-house studio. With last year's LVMH Prize winner Soshi Otsuki returning to the menswear schedule, East Asia’s influence on the European season of shows continued to be strong, from established players to key emerging talent from China. Japan continues to dominate, with a plethora of South Korean labels entering established status, and an evident lack of Chinese designers championing menswear on the global stage, in comparison to womenswear. Here’s the Jing Daily guide to East Asia for Spring 2027. Milan Fashion Week SS27 China: Pronounce (show) Founded by the creative duo Yushan Li and Jun Zhou, Pronounce is a Chinese label that reached its 10th anniversary this season — a milestone marked by a runway show at Milan Fashion Week. The Spring/Summer 2027 collection “Tiny Voyager,” centered the figure of the explorer and drew on traditional Chinese dress, Ming Dynasty proportions, and the landscapes of western China. Japan: Shinyakozuka (show) For his 10th collection, designer Shinya Kozuka took Shinyakozuka’s Spring/Summer 2027 show to a sun-filled garden, presenting “Watercolour Path” — a meditation on blurred vision and nostalgic memory that moved between fluid tailoring, watercolour prints and distressed denim. Collaborators spanned Dickies, Lee, Oofos, Stephen Jones, Kijima Takayuki and Tsuchiya Kaban. Setchu (show) Milan-based fashion label Setchu launched in 2020 by Japanese designer Satoshi Kuwata, a tailoring virtuoso whose résumé stretches from London’s Savile Row to some of fashion’s most influential ateliers. The brand has quickly earned industry acclaim, including the main LVMH Prize for Young Designers in 2023. Paris Fashion Week SS27 A.A. Spectrum (showroom and party) A Chinese fashion label rooted in ancient Natural Law philosophy and Enlightenment ideals — reason, individualism, curiosity. Mindful of people, animals, and the environment. The collection shows as part of the Likewise showroom this season. Feng Chen Wang (presentation) London-based Chinese designer Feng Chen Wang is known for deconstructed tailoring and experimental knitwear. A graduate of the RCA, her eponymous label is now a collaboration trailblazer. Sean Suen (presentation) Beijing-based menswear designer whose work fuses East Asian philosophy with tailored Western codes. Taking the format of a presentation, the collection will continue to explore stillness, spirituality, and the male body through precise, meditative garments. Ziggy Chen (show) Shanghai-based designer Ziggy Chen is known for richly textured, artisanal menswear rooted in ancient Chinese craft and material culture. His work layers wabi-sabi aesthetics with intricate surface treatments. Japan Kenzo (presentation) Founded in Paris by Kenzo Takada in 1970, known for bold prints and joyful colour. Now under creative director Nigo, who has repositioned the house through Japanese streetwear and archive culture. Marking five decades since the debut of Kenzo’s iconic boutique at 3 Place des Victoires, the French fashion house will return to the historic Paris square with La Fête de Kenzo. The week-long event will feature an SS27 showroom alongside a temporary retail space, café, convenience store-inspired market, and floral installation, celebrating the brand’s heritage and contemporary vision. Matsufuji (showroom) Part of Showroom Tokyo, Tokyo-based label by designer Atsushi Matsufuji (established 2020), celebrated for meticulous construction and quiet, functional minimalism. Rooted in Japanese craft traditions with a refined, understated sensibility. Maison Mihara Yasuhiro (show) Celebrated for his irreverent deconstruction of footwear and sportswear, Yasuhiro Mihara has been warping sneaker culture since the late 1990s. His collections mix nostalgia, wit, and subversive craft. Undercover (presentation) Founded by Jun Takahashi in 1990 while still a student at Bunka. Undercover is one of Japan’s most influential labels — fusing punk, surrealism, and literary references into darkly poetic, technically masterful collections. Doublet (show) LVMH Prize-winning label by Masayuki Ino, known for playful, absurdist menswear full of hidden jokes and visual tricks. Doublet turns workwear and sportswear inside out — literally and conceptually. Yohji Yamamoto (show) One of fashion's great auteurs. Since his Paris debut in 1981 alongside Rei Kawakubo, Yamamoto has defined an entire philosophy — asymmetry, darkness, volume, and imperfection elevated to poetry. A towering and uncompromising body of work spanning five decades. Sacai (show) Founded by Chitose Abe in 1999, Sacai was an early innovator in hybrid construction — splicing two garments into one. A former Comme des Garçons patternmaker, Abe fuses opposing fabrics, genders, and references with uncanny ease. Soshiotsuki (show) Soshiotsuki, the label of Soshi Otsuki, has earned a reputation for reworking classic menswear through a distinctly contemporary lens, blending tailoring, subcultural references and quiet irreverence. After gaining international attention at Pitti Uomo and winning the 2025 LVMH Prize, the label has become one of Japan’s most closely watched fashion exports. Y-3 (presentation) The longstanding collaboration between Yohji Yamamoto and Adidas, launched in 2002. Y-3 merges Yamamoto’s deconstructed, avant-garde sensibility with adidas's sportswear heritage — both performance and high fashion. Taakk (show) Menswear label by Takuya Morikawa, presenting since 2014. Known for fluid tailoring that dissolves the boundary between structured and draped — garments feel both architectural and weightless. South Korea Hyein Seo (showroom) Presenting the collection in a showroom from June 24 to 28, the Antwerp-based Korean designer graduated from the Royal Academy of Fine Arts. Known for sharp, politically charged streetwear that references protest culture, youth subcultures, and sport. Songzio (presentation) Seoul-based Song Zio is one of Korea’s most established menswear designers. Known for dark, painterly collections that draw on art, literature, and existential themes — romantic yet rigorous tailoring with a brooding sensibility. System (presentation) Conceptually driven label known for its cerebral approach to menswear, Seoul-launched System will mount a presentation for Spring 2027. Stripped-back aesthetics, architectural cuts, and a design philosophy rooted in questioning fashion's systems. Wooyoungmi (show) Pioneer of South Korean menswear on the global stage, Woo Young Mi has shown in Paris since 2002. Her tailoring is renowned for its softness and precision — clothing men with both elegance and ease.

East Asia guide to Milan and Paris Spring 2027

How Bottega Veneta weaved China’s forever it bag

Upgrade to Pro

Sectors

Insights

Company

East Asia guide to Milan and Paris Spring 2027

How Bottega Veneta weaved China’s forever it bag