Articles by Jayne Mountford
Located in New York City, Jayne Mountford has been a freelance contributor to FashionUnited since December 2021, focusing on both short and long term fashion and lifestyle trends. Originally from The UK, Jayne has a B.A. in social anthropology and history from Oxford Brookes University and has worked in the digital media space for several decades.
Tokyo street style at Rakuten Fashion Week SS27
Tokyo has long been celebrated for its distinctive street style, but its fashion landscape has become increasingly difficult to define by any single aesthetic. At the SS27 shows, the streets revealed a remarkably diverse mix of influences from both Japanese subcultures and global fashion trends. The legacy of Harajuku’s experimentation remains...
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SS27/FW27 trend prediction: Why camouflage keeps coming back
Originally designed to help troops disappear into their surroundings, camouflage has become one of fashion’s most recognizable — and conspicuous — patterns. Its enduring appeal lies partly in that contradiction: camo suggests utility, toughness and the outdoors, yet removed from its military context, it becomes an instantly recognizable fashion...
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Allotment-Core: SS27 ready-to-wear trend prediction
With less than a month until the "Big Four" SS27 runway season kicks off, a fresh home-and-garden aesthetic is taking root. Dubbed ‘allotment-core,’ this emerging trend steps up as the natural successor to ‘Coastal Grandma’ and ‘Cottagecore.’ The look defines itself through breathable linen, crisp cotton, and intricate crochet pieces—all...
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Copenhagen Fashion Week SS27 trends: Collina Strada, Henrik Vibskov, Baum und Pferdgarten and more
Following a FW26 season that reinforced its position as the unofficial fifth stop on the global fashion calendar, Copenhagen Fashion Week returned from August 3 to 7, 2026, continuing its 20th-anniversary celebrations with 34 collections presenting the vision for the 2027 season. The week marked several notable milestones: By Malene Birger...
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Men's bag trends for SS27, from Dior to Louis Vuitton
Men's bags are no longer a secondary line for Europe's major houses. They have become a strategic segment: lower entry price than ready-to-wear, but the same promise of status, artisanal excellence and statement appeal. The prestige is real enough that top football stars carried them through this year's World Cup. A designer bag now signals as...
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SS27 Men’s double denim trend: Prada, Sacai, Saul Nash and more
Men’s denim continues to evolve through an expanding range of weights, washes, embellishments, and silhouettes. On the SS27 runways, it was shown in a variety of washes from light blue and vintage-inspired finishes to rich, dark indigo tones. Jean silhouettes covered the full spectrum, from wide-leg to skinny fits, while embellishments reached...
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Men’s SS27 Bag trends from Dior Homme, Dolce & Gabbana, Louis Vuitton and more
As FashionUnited reported earlier this month, European luxury brands are no longer treating men’s bags as an afterthought. Instead, they have become a core category, priced below apparel, but still offering the status, craftsmanship, and statement appeal that luxury consumers seek. The cache is undeniable, with top players at this year's World...
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SS27 Menswear Trend: The colorful preppy aesthetic from Thom Browne, Polo Ralph Lauren and more
For SS27, Milan hosted two titans of American style presenting different, hyper-colorful takes on preppy fashion. Thom Browne reimagined collegiate prep, executing his signature tailored style in vivid madras, technical nylon seersuckers, and graphic-check wools. On the other hand, Polo Ralph Lauren leaned heavily into vibrant hues and playful...
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Haute Couture FW26: Best street style from attendees at Balenciaga, Schiaparelli, Chanel and more
While Haute Couture is celebrated for fashion's most theatrical and spectacular creations, attendees on the streets outside last week’s edition, showcased their own stunning style. Ignoring the intense heatwave, known locally as ‘La Canicule,’ they turned heads in everything from full designer looks to uniquely personal outfits. Laced up Paris...
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Resort 27: Fabric, print and pattern trends
Navigating an increasingly uncertain climate, for Resort 27, designers prioritized investment dressing with timeless pieces like classic, Chanel-style bouclé suits. Aside from a few playfully youthful sweaters, the collections focused on versatility. Pieces ranged from preppy plaids to splashy print dresses all crafted to transition into summer...
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