The fw26/27 menswear concepts defining the season
Menswear continues to evolve through a balance of heritage craftsmanship and lifestyle-driven versatility. This season at PROJECT, two key concepts from the FW26/27 Menswear Buyer’s Guide, Remastered Tradition and Functional Flair, highlight how brands are responding to changing consumer demands around authenticity, adaptability, and longevity in apparel and accessories.
Brought to life through the PROJECT editorial photoshoot captured on-site at the Las Vegas event, these narratives showcase how contemporary menswear brands are reimagining timeless wardrobe staples alongside multifunctional pieces designed for modern lifestyles. Styled by Kesha McLeod, the editorial brings these concepts into focus, highlighting participating PROJECT brands that are moving fashion forward.
remastered tradition
The Remastered Tradition concept centers on timeless pieces with craftsmanship at their core – updated with subtle, modern twists. This season’s Content Studio stylist, Kesha McLeod, explains, “Wild Heritage is about pieces that stand the test of time. They carry a sense of tradition, but they’re worn in a way that still feels modern and a little unexpected.” She continues, “[Consumers] want garments that feel authentic and develop character the more they’re worn. Think about pieces like a biker jacket, lived-in denim, or a traditional boot. Brands like Mavi, Brooklyn Cloth, Market Studios, Eastpak, and Diallo represent that mindset.”
Published March 2026
The Asparagus brand embodies Remastered Tradition; Lee Myong JE, the brand’s Founder and Designer, shares, “Our designs are rooted in recognizable menswear codes, but by shifting proportions and reworking structures, we transform them into something more relevant and expressive for today.” JE points to several examples within the garment construction: the jacket was intentionally left unlined so that “the flow between body and garment feels more natural, allowing the silhouette to remain fluid while still holding structure.” Oversized 3D pockets with zipper detailing introduce a modern utilitarian element, while the use of multiple buttons references “European dress history.” And around the buttonholes, loose threads are intentionally left visible.
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FW26/27 Footwear Buyer's Guide
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FW26/27 Menswear Buyer's Guide
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PROJECT FW26/27: Discovery, Dialogue, and the Future of Men's Fashion
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When building this styling story inspired by the FW26/27 Menswear Buyer’s Guide, McLeod focused on timeless pieces styled in a way that still felt fresh and relevant. She explains, “Think about Levi’s 501s. They weren’t designed to be trendy; they were designed to last, and that’s what made them iconic.” Mavi embodies that same enduring quality with its denim-on-denim set in this look. Katherine Libertelli, Marketing Executive at Mavi explains, “Denim develops character over time, that's why consumers are particularly drawn to pieces that feel authentic and lived in. Preference for long-lasting products is also linked both to sustainability awareness and to more conscious consumption habits.”
They're not necessarily buying more, they're buying better."
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-Kesha McLeod, Stylist
Mavi continues to reinterpret denim’s heritage through fabric innovation. The brand’s Air-Lite fabric, used in this denim set, is a “lightweight denim crafted from regenerative cotton and [temperature regulating] CoolMax fibers, for breathable softness and gentle stretch.”
Our designs are rooted in recognizable menswear codes, but by shifting proportions and reworking structures, we transform them into something more relevant and expressive for today."
– Le Myong JE, Founder and Designer, Asparagus
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Our pieces are designed to feel easy and expressive at the same time."
– Malachi Shockley, Vice President of Merchandising and Design, Market Studios
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While Remastered Tradition celebrates timeless craftsmanship, Functional Flair highlights the increasing importance of versatility in modern wardrobes. Today’s consumers move fluidly between work, travel, social settings, and everyday life, creating demand for clothing that adapts throughout the day without sacrificing style. Brands including Market Studios, Moshe Yossel, Lost My Accent, WNTD Apparel, Draco, and Happy Caps embody this approach through versatile silhouettes, pieces built for layering, and adaptable styling that transitions seamlessly throughout the day.
Through this lens, Functional Flair reflects the growing demand for wardrobes that support both individual expression and everyday adaptability.
Market Studios puts the “flair” in Functional Flair. The brand’s Vice President of Merchandising and Design, Malachi Shockley, explains, “Our pieces are designed to feel easy and expressive at the same time. A graphic hoodie or flannel from us can work during the day with jeans and sneakers, but it also becomes the statement piece when you’re out at night. We like clothing that feels natural in real life, something you can wear all day without overthinking it.” According to Shockley, standout pieces include Smiley rhinestone flannels, our varsity jackets, and the skeleton sherpa — Items that, “capture the spirit of the brand. Bold, playful, and instantly recognizable.”
functional flair
Together, Remastered Tradition and Functional Flair illustrate the dual direction shaping menswear today: heritage craftsmanship and authenticity, alongside adaptable functionality, connected by one common thread: pieces designed to become wardrobe staples.
As consumers shop with increasing intention, this editorial highlights pieces that are both practical and creative, staple-worthy yet refined, and versatile yet expressive. Each season, PROJECT captures where menswear is headed in real time through its on-site photoshoots, offering a visual perspective on the trends shaping the industry each season. Register now to attend the next season of PROJECT and experience what’s next in menswear.
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a dual direction for menswear
Asparagus offers another interpretation of heritage through an avant-garde lens. A plaid jacket, trousers, and hat anchor this look in traditional codes while oversized proportions introduce a modern perspective. McLeod shares, “The plaid print immediately connects to heritage dressing; It’s a pattern that has existed in menswear for decades, but the way it’s styled here keeps it feeling modern. Pairing the look with boots reinforces that grounded heritage feeling while letting the print and structure lead the story.”
One look from the shoot highlights a Lost My Accent sweater and trousers paired with
slides and a Happy Caps hat – a look that’s polished yet relaxed. Accessories also played an important role in shaping the story. Stylist Kesha McLeod shares, “Hats can instantly change the tone of a look while still being practical. Using [the same hat in multiple looks] showed how a simple accessory can personalize an outfit.” When it comes to merchandising in-store, McLeod suggests carrying this concept from the shoot over to the retail space, showcasing an item's versatility by presenting it in multiple outfits, just like she did with the hat.
Sweatsuit, Hat and Bag by MArket studios
Images by goD MADE
Jacket by AVIREX; Pants by CACTUS VALLEY; T-shirt by brooklyn cloth
Denim Set and T-shirt by maVi; Bag by trolls co.
Jacket by LOVE, RYOKO RAIN; T-shirt by brooklyn cloth; Pants by avirex
Cardigan and Pants by market studios; T-shirt by mavi; Hat and Bag by imperial
Jacket, Pants, and Hat by asparagus; T-shirt by brooklyn cloth
Jacket and Pants by asparagus;
Hat and Bag by MOSHE YOSsEL
Tracksuit by wntd apparel; Hat by watson; Sneakers by saucony originals
Pants and Sweater by lOST MY ACCENT; Hat by HAPPY CAPS; Slides by drAco
Vest by Asparagus; Pants by lost my accent; Bag by wntd apparel; Hat by HappY caps
Jacket and Pants by moshe yossel; Hat by HappY caps
T-shirt, Pants, and Bag by moshe yossel; Overshirt by asparagus
Studio Production Credits:
Producer: Gauge Theory Creative Photographer: CLAIRE CALI
Stylist: noah zagor; Assistant Stylist: shelby olson
1st Lighting Assistant: Keaton bayne; Digitech: Mikey mcnulty
Production Designer: erika toohey; Assistant Production Designer: connor graves
Hair & Make-Up: Marlene sullivan; Content Manager: elise cucchiarelli
Coordinator: quinn francis Model: mk deng, NEXT
Studio Production Credits:
Producer: Gauge Theory Creative Photographer: CLAIRE CALI
Stylist: kesha mcleod; Assistant Stylist: vna Gudina
1st Lighting Assistant: Keaton bayne; Digitech: Mikey mcnulty
Production Designer: erika toohey; Assistant Production Designer: connor graves
Hair & Make-Up: zee clemente; Content Manager: elise cucchiarelli
Coordinator: quinn francis Model: yann summers, oNE