The World Cup is well underway in North America, but in continental Europe, another display of masculine bravura is taking shape. The spring/summer 2027 edition of men’s fashion week began in earnest with actor Noah Jupe arriving at Milan’s Prada Fondazione in a jumper so low-cut it brought to mind the waxed-chested metrosexuality of the 2000s’ most image-conscious footballers. Men in scoop necks are, for better or worse, back in fashion.
Islington-born Jupe was joined at Prada by Ruaridh Mollica – a rising movie star from Scotland – as the latest beneficiaries of fashion week’s internet-boyfriend-making machine. As much as a front-row appearance is a cosign of relevance (there is a reason Oscar-winning director Joachim Trier thinks its important to be seen here), it also remains one of culture’s most reliable routes to heartthrob status. The house has long had a knack for identifying tomorrow’s leading men before everyone else does. See: Louis Partridge, Troye Sivan and Jordan Firstman, who were among the celebrities taking in this season’s ultra-slim, ultra-transparent tailoring.
And there will be plenty more where that came from: with the starting whistle yet to blow in Paris, Saint Laurent, Louis Vuitton, Dior Homme, Celine and Dries Van Noten – plus an off-schedule Jacquemus show in Corsica – are all still to name their starting 11s.
