When Paris Fashion Week Men’s wrapped on Sunday, it wasn’t the high-profile line-up or the latest trends dominating conversation. It was the sweltering heat that forced brands to reschedule shows and prompted editors to reconsider whether it was worth braving near-104°F temperatures for re-sees. Conditions were equally as stifling at Milan and Pitti the week prior; meanwhile, London Climate Action Week took place against a backdrop of a “risk to life” weather alert, with one event focused on extreme heat being cancelled due to — wait for it — extreme heat.
Soaring temperatures across Europe — the world’s fastest warming continent — have forced citizens to rethink the way they dress, opening up an opportunity for marketers. In the UK, brands have been flooding customers’ inboxes with ‘heatwave-ready’ product selections. Underwear brand Stripe & Stare positioned its Tencel intimates as a “heatwave survival kit”; footwear and accessories retailer Dune’s bestsellers are “heatwave-approved”; Whistles asked its subscribers if they were ready for the heatwave, before suggesting its new season pieces might fit the bill; and conscious brand Aym sent its customers inspiration for outfits that, it claimed, stay cool when it’s 86°F.
Though arguably opportunistic, they’re not missing the mark. Pinterest UK data shared with Vogue Business reveals that consumers are seeking out clothes that can help them cope with high temperatures. Between March and June 2026, searches increased 1,400% for “heatwave outfit”, 800% for “hot day outfit”, and 500% for “hot weather outfit”.
Wholesale buyers are also taking note. Sophie Jordan, menswear buying director at German luxury e-commerce platform Mytheresa, says she isn’t directly buying for the heat yet, but it’s starting to show up in customer purchases. “We’re seeing more lightweight, airy, and breathable fabrications bubble up and work well, with Auralee’s super fine shirting and gauzy options from Our Legacy being personal favorites,” she says.
For Ramon Luna, senior buyer at US luxury online retailer Fwrd, the influence of heat is more direct. “Lightweight fabrics, relaxed summer dressing, and warm-weather functionality continue to resonate strongly with our customer,” she says. “As a result, we have been encouraging many of our strongest brand partners to further develop this aesthetic through fabrication, silhouette, and overall product offer.”
For buyers and consumers alike, the problem is that the dresses, sandals, and raffia bags brands are peddling might be great for a pleasant summer’s day, but they are certainly not a salve during a red alert for extreme heat. However, behind the scenes, some brands and producers are beginning to make strategic investments in fabrics and finishes that go beyond surface-level cooling. Can fashion adjust to this unsettling new normal in time to meet consumer needs?
Rethinking product for a blazing summer
As consumers’ summer shopping habits are reshaped around a new climate, brands and retailers need to ensure they can react to demand. For some brands, this is a natural progression of their product focuses. “As a brand rooted in T-shirts, first layers have always been a priority category for us,” says Andreas Langhorn, co-founder and product director of Danish made-to-order menswear brand Son of a Tailor. “Over the years, we’ve introduced more lightweight fabrics for the summer months, such as Lyocell, lightweight Merino wool, and linen, as well as light, open knits.” He points to an extra-fine Merino polo shirt with a light drape to aid temperature regulation, and a Lyocell T-shirt with a cool-to-touch finish.
