INDX National Menswear Show | bugatti Presents “Forte sotto il sole!”

As menswear continues to evolve, one thing has become increasingly clear: customers are looking for clothing that combines style, comfort and versatility without compromising quality.

For Spring/Summer 2027, bugatti answers this demand with Forte sotto il sole! – a collection inspired by the relaxed sophistication of Forte dei Marmi and designed for the realities of modern lifestyles.

The collection introduces a new approach to contemporary menswear. Rather than focusing on extreme fashion statements, bugatti embraces what we call Controlled Fluidity: relaxed silhouettes with precise construction, offering freedom of movement while maintaining a refined appearance. It is a direction that feels modern, relevant and commercially viable.

Across all product categories, versatility plays a central role. Lightweight blazers, relaxed tailoring, sophisticated overshirts, premium knitwear and modern trousers create a wardrobe system that allows consumers to move seamlessly between work, travel, leisure and social occasions. The result is a collection that supports today's hybrid lifestyles and encourages outfit-building opportunities throughout the assortment.

Material innovation is another key driver. Linen, Tencel, cotton-lyocell blends and lightweight viscose provide the comfort and breathability consumers increasingly expect from summer products. At the same time, textured surfaces, tonal jacquards, structured jerseys and artisanal knit constructions create visual interest and elevate perceived value at retail.

Colour has been carefully developed to support both fashion relevance and commercial performance. Natural shades such as beige, taupe, dune and sabbia create a timeless foundation, while Mediterranean-inspired accents including terracotta, palm green, sunset and vino add freshness and seasonal energy. These colour stories work consistently across categories, allowing retailers to create compelling visual merchandising concepts and coordinated looks.

Tailoring remains an important growth area. Suits and blazers evolve towards softer constructions and lighter weights, reflecting changing consumer expectations. Shirts increasingly function as lightweight outerwear, while trousers adopt more relaxed and architectural silhouettes. These developments bring fashion credibility while remaining accessible to a broad customer base.

A highlight of the season is the bugatti Gold Line. Featuring premium fabrics, luxurious textures and elevated design details, it offers retailers an opportunity to address customers seeking more exclusive products without moving away from the brand's core values of wearability and quality.

Ultimately, Forte sotto il sole! represents a modern interpretation of luxury. It is not about excess or formality. Instead, it is about products that feel effortless, look refined and integrate naturally into everyday life.

For retailers, this translates into a collection that combines trend relevance with commercial confidence — delivering strong storytelling, versatile merchandising opportunities and products designed to resonate with today's consumer.

We look forward to presenting Spring/Summer 2027 and exploring new business opportunities together.

bugatti will be returning to the INDX National Menswear Show when it returns to Cranmore Park on the 12-14 July 2026. Be sure to stop by and meet the team on stand D180.

Register for the INDX National Menswear Show: https://indxshows.co.uk/shows/men