Rugged Luxury

For Autumn/Winter 2026 Rugged Luxury reimagines utility through elevated fabrics, earthy tones and refined silhouettes, bringing together functionality, comfort and understated luxury.

Earthy colours are at the heart of the trend, with chocolate brown, khaki, olive and tan emerging as key shades for the season. Brown in particular continues to play a major role in menswear, bringing warmth and depth to the wardrobe and reinforcing the connection with nature and the outdoors.

Field jackets, safari-inspired pieces, utility shirts and practical outerwear are reworked with a more luxurious feel, while details such as multiple pockets, functional closures and sturdy fabrics bring a sense of purpose to the wardrobe. At the same time, softer knitwear, suede, leather and relaxed tailoring add warmth and sophistication.

This direction was evident across the AW26 menswear runways. At Zegna, rich earthy tones, tactile fabrics and relaxed outerwear created a sophisticated interpretation of countryside dressing, while Louis Vuitton explored a more elevated take on utility, combining functional outerwear and technical details with luxurious materials and refined styling. Sacai also brought a contemporary edge to the trend, mixing workwear-inspired silhouettes, utility details and layered proportions.

The trend is less about traditional workwear and more about a modern explorer aesthetic — somewhere between the countryside, the outdoors and the city. It feels practical without looking overly technical, with functional pieces softened by luxurious textures and considered styling.

The result is a wardrobe that feels rugged, refined and incredibly wearable — built around pieces that can move effortlessly from everyday city dressing to weekend escapes.

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Images: Launchmetrics.com/spotlight | Zegna, Louis Vuitton, Sacai.