MOSS launches Summer 2026 with a collection designed for warm weather, far-flung adventures and a season of weddings, milestone moments and big occasions. The new campaign, titled ‘Bring back stories’ is aimed at the man who travels light but lives life to the full.
“The summer isn’t about perfection. It’s about presence,” says Robbi Hicks, Head of Creative at MOSS. “We look forward to the ‘perfect’ holiday, wedding, or day at the races, but we remember them for the imperfect moments, a change of plans, a cab ride with one too many close calls, the long lunch that leads to a missed dinner.”
“Our new collection is inspired by the man who loves these moments. The man in wrinkled linen, scuffed loafers, and trousers that are well-travelled but effortlessly elegant. The man you’ll talk about after summer’s over. Because that’s what this season is about, being there, then bringing back stories,” Hicks adds.
The collection offers casualwear and suiting that sets a foundation for summer style. Linen shirts, pleated cotton trousers and heavyweight T-shirts are available in a range of bright hues and dark shades. These are the wardrobe staples you can wear on city breaks abroad or to Sunday lunch with the family.
Knitwear, including pointelle shirts, linen blends and cotton skippers with contrast tipping, is naturally breathable and perfect for warmer climes. Relaxed Lewisham loafers and flowing beach trousers bring laidback charm to summer looks.
This year, MOSS marks 175 years of tailoring heritage. The collection further strengthens the brand’s reputation with suits designed for weddings, weekends and morning commutes.
Darker colours, long associated with formal dress codes, are the season’s standout shades. A black linen suit, cut in MOSS’ signature tailored fit, is light enough for sunny outdoor events but won’t look out of place in the office. A relaxed fit linen-cotton suit, offered in black or light ecru, feels more like a well-loved jacket than tailoring. Comfortable to wear and easy to style, this is the kind of suit that gets added to weekly outfit rotations.
If sunny days call for something lighter, a linen suit in olive green is ideal for British summer – and sure to go down well at the races. Continuing its partnerships with historic Italian weavers, MOSS has also designed a double-breasted style in a palette worthy of destination weddings. Cut in a luxurious wool, silk and linen blend from the E. Thomas mill, the suit shines in mauve, aqua or a neutral tone.
MOSS has expanded its Performance range this season. The water-repellent, crease and stain-resistant suits can stand up to the busiest social calendars, as well as unpredictable weather.
The campaign was created for Moss by London agency, The Corner and features model and artist, Alberto Perazzolo. It was directed on location in Tenerife by Owen Kasparian with stills photography by Simon Lipman. The team built different environments to bring the story to life, including turning an empty office into an airport and redecorating a local bar to give it a Cuban feel. The full Summer 26 campaign and short film will launch on 18th May 2026.
“Alberto has such a strong personality. Self-assured and confident…he immediately connected with us. Once we saw him in the product and had him read some lines, it was clear he was a man of style and substance,” says Hicks. “He has an ability to bring people together – an infectious energy that meant he made the role his own. He’s more than a model. He’s forever a part of the Moss story.”
The Summer 2026 collection from MOSS is designed for long days in wrinkled linen, al-fresco lunches in lived-in loafers, lazy afternoons and late nights. This is an effortless wardrobe, crafted for summer moments that lead to unforgettable stories.
View the original article here
