This Season's Essential Trends


From deconstructed tailoring and new stripes to bold print and relaxed linen, discover the trends shaping our design vision for the season ahead



For SS18, the stunning landscape of Lake Como, Italy, meets the world of racing sports in a collision of handsome tonal hues, bold prints, and deconstructed tailoring encapsulating the very definition of effortless cool. Looking to the past to shape the now, our new-season collection marries tactile fabrics with a timeless sense of style, which has been updated for the modern man who’s always on the move.

When it came to setting the scene for spring/summer, we turned our gaze to some of the most iconic figures in the worlds of sports, music and cinema, including James Dean, Muhammad Ali and French actor Alain Delon whose personal style was as feted as his films. Our new pieces are a celebration of their essences and what they represented – from charm and ego to what they wore and, more importantly, how they wore it. Here, we showcase the five trends shaping our design vision this season…

While the sharply tailored suit still proves to be one of the most flattering things a man can have in his arsenal, for SS18 we have introduced a deconstructed collection designed for the man who finds himself always on the move. Taking cue from Neapolitan tailoring, this new suiting is all about soft shoulders, flexible lining and sleek detailing for a more laid-back approach that still retains a refined silhouette. If traditional tailoring is a celebration of uniformed formality, the deconstructed trend is about paying homage to artistic fluidity and sartorial grace: the rare two-piece that’s neither about accentuating nor overwhelming but rather about imbuing the wearer with an opportunity to dictate the direction himself. Combining the smartness of tailoring with the comfort of relaxed clothes and construction, SS18’s formalwear is exceptionally effective.

The stripe is that rare style that trends yearly without ever really losing impact as a perennial summer favourite. While the Breton stripe – first worn by French sailors in the mid-19th century – never goes out of fashion, for this new season we have turned it on its head (literally) to bring a new dynamism to the pattern. Paying homage to the world of racing sports (as well as a certain shirt modelled by Muhammad Ali outside a Miami gym in 1971), the vertical stripe is bigger and bolder than its thin, horizontal counterpart, mimicking the dimensions of the deckchair stripe to bring a fresh contemporary burst to spring/summer. This new stripe captures that vibrant nautical vibe popular for this time of year while still possessing a modern British elegance that will set it apart from the rest.

For SS18 the Reiss man is transported to the tiles of Northern Italy to the idyllic Lake Como in Lombardy. The playground of the rich and famous, the setting here is one of relaxed chic: two words which have inspired the introduction of linen to the new season. The breathability of the fabric provides coolness during the warmer summer months while the touch-of-undone structure is testament to its craftsmanship. In short, the beauty of linen comes down to its ability to create that rakishly sophisticated look best captured by Mick Jagger, no matter dressed up in a suit or pared back in more casual garms. One for the discerning man wanting to capture a sense of European insouciance, our linen collection is designed to bring personality to warm-weather attire.

Forgoing understated in favour of big personality, the print trend for SS18 harks back to the tropical flamboyance of the late Eighties and early Nineties where the ethos was quite clear: the bolder the better. One part sex appeal, two parts romantic, our new print patterns are designed in a flattering roomy fit to provide ample room for styling tucked, half-tucked or untucked depending on how louche you want to appear. Inspired in part by the laissez-faire iconic style of French actor Alain Delon, consider SS18’s prints – from oversized animal prints to dreamy florals – scene-stealers that work just as well at the bar when the sun goes down as they do when worn as swimwear when you find yourself lounging on the beach or poolside.

Beloved as much for its perennial style as it is for its buttery soft touch, suede is making big waves in menswear this season. A signifier of luxury since its inception in 19th-century France, this napped leather performs best as outerwear, particularly in a casual silhouette, reminiscent of the bomber style made famous in some of cinema’s most iconic works (think early adopters such as James Dean in “Rebel Without A Cause” or Johnny Depp championing its rugged chicness back in 1989 ). For SS18, we have recaptured that timeless look to create a series of suede staples that celebrate versatility while elevating your off-duty wardrobe with rich fabrication in tonal hues.