Denim fair Kingpins kicks off its 10th anniversary edition at the Sugarfactory in Amsterdam. A highlight of the fair is the trend forecast lecture by his regular partner Denim Dudes. The lecture focuses on the denim trends of SS26 and touches on themes that are important to fashion professionals. Namely: consumer behavior, society, fashion and culture. FashionUnited is there to report. Shannon Reddy of Denim Dudes shares the key denim items, designs, styling and washes to watch for the Spring/Summer 2026 season.
These are the four main denim trends for SS26, inspired by fashion shows and lookbooks.
The power of ironic fashion
The first denim trend refers to the power of ironic fashion. Political news from France, England and the United States plays an important role here. The collections of designers such as Connor Ives, Yuhan Wang, Mowalola and Asap Rocky’s brand Awge, which made its debut at Paris Fashion Week this year, can be seen as collections with an ironic message to countries that position themselves as first world countries, but at the same time struggle to tackle issues such as inequality, racism and environmental pollution. Fashion designers use denim to criticize these world powers.
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Irony can also be seen in the marriage between sports and fashion. SS26 will poke fun at luxury fashion giants’ tightening grip on sports, as seen at the Olympics, Wimbledon and MotoGP. A fashion company’s involvement in sports illustrates the growing commercialization of sports, with an emphasis on financial growth and brand image. Designers respond to this ironically because historically major sporting events were once about a sense of community, but are now increasingly influenced by corporate fashion interests. The idea of connection and community, core values in sports, are therefore becoming increasingly important to consumers. They are looking for connection. “Every city has a running group,” Reddy gives as an example.
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The Ironie trend is also about “hard basics” and “workwear”, with sturdy and wide shapes. People look for fashion that touches them emotionally. It may therefore be pronounced. Designers like Kamiya focus on hard, raw expressions with patterns such as checks (plaid). The SS25 collections from brands such as Rhude also tie in with this.
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Alternative beauty
Alternative beauty is about creativity and expression. It celebrates unconventional fashion, innovative techniques and a focus on sustainability. Visible in the Di Pesta SS25 collection, this style revolves around social signals communicated through denim. Just like the first denim trend, it also emphasizes the importance of storytelling through fashion. Natasja Zinko, a fixture at London Fashion Week, describes this trend as “very anti-clean girl,” meaning it pushes back against today’s polished aesthetic. Think of the Indie Sleaze period of the 2010s. It’s about authenticity over perfection.
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One of the most important styles are the No Pants Pants, the style can be seen in the collections of brands such as Coperni, MM6, Diesel, Balenciaga and Vetements, with a focus on extreme low-rise fits.
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In addition, the ‘Pretty Jeans’ (beautiful jeans in Dutch) are important. This refers to a playful approach to denim as seen in the brands Julie Kegels, Masha Popova, Rhude and Di Pesta. Characteristics of this trend are surface techniques such as laser artwork, contrasting colors, spray techniques and abstract designs.
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Finally, with the “alternative beauty” trend, Denim Dudes foresees a growing movement among brands to take control of their dead stock (inventory that has not been sold) through repurposing. This means that they reuse old, unused materials and clothing and give it a new life.
From haute couture to a global culture
Fashion is becoming more democratic. Where fashion used to be an exclusive and very elitist art form, now more and more people from all over the world can watch fashion shows – from their living room, so to speak – and be inspired to become a fashion professional themselves. The following trend forecast highlights the global nature of fashion and how different cultural influences come together. Brands that underline a global perspective show that fashion transcends borders. Mihara Yasuhiro, Amesh, Rastah and Kardo are examples of brands that integrate cultural diversity into their designs.
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The increasingly democratic nature of fashion is reflected in bohemian styles with modern elements such as Kenzo and Charlie Constantinou. These brands integrate sustainability and innovation into their work, while at the same time connecting with different traditions and styles. This movement highlights the power of fashion to cross boundaries and unite communities.
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In addition, brands such as Glass Cypress and Pangaia are becoming increasingly important. They focus on fashion of the future and the associated responsibility for sustainability and environmental friendliness.
Influences from the 60s and 70s
Brands are embracing nostalgic elements to provide a sense of stability and control in a rapidly changing world, Reddy says. Brands such as Jacquemus, Casablanca, Valentino, Amri, Tory Burch and Miu Miu respond to this. According to Denim Dudes, references to this time help consumers find guidance and control in an uncertain world.
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It has everything to do with a modern twist on classic designs. Think of the Tailored Cobb Long Rise: a unique cut that combines comfort and style. In addition, shorts (or shorts) for men are an important item of clothing in this trend. Self Portrait, Bally, Kith and Gucci are also involved in this trend, with collections that incorporate elements of retro styles.
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While men will wear short denim trousers again, women will accentuate and hide their feminine shape. An important item are denim tunics: long denim tops that go with everything. But also hourglass silhouettes, designs that accentuate the waist and emphasize a feminine shape.
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An important denim color in this latest trend is ‘Miscast Blue.’ This is a specific color that stands out within the collections with a retro feel.
