On the European scene, this season’s bestselling men’s items reflect a clear shift toward ease and intention. Shoppers are gravitating toward pieces that simplify their everyday decision-making while expressing personal values of quality, longevity and authenticity.
“Elegance and quiet luxury continue to resonate, evolving into a more casual, everyday form of refined simplicity,” said Franck Nauerz, director of men’s fashion at Le Bon Marché Rive Gauche and La Samaritaine Paris. “At the same time, prints and subtle patterns are starting to emerge, adding contrast and character to silhouettes.”
Outerwear is a major anchor for key buys, with technical jackets, wool coats and leather styles selected as investment pieces. Rich textiles such as sherpa and cashmere are adding a tactility to the season.
“Texture is the trend of the season. We’re seeing strong momentum around jacquard jackets, textured shirts, leather, shearling and sherpa,” said Julie Ehrmann, general merchandise director for men at Printemps. “Consumers are looking for items that feel ‘real,’ that can be touched and felt, which is, in the end, the natural counter-response to the growing part of digitalization in our everyday life.”
Here, European retailers weigh in on the star performers in menswear during this holiday shopping season.
Andrea Bonecco, head of womenswear, menswear and kids, Rinascente
“For Christmas 2025, key festive trends continue to evolve while remaining deeply rooted in the emotional language of tradition. Color plays a defining role this season, expressed through familiar codes that shape the collective imagination of Christmas. Classic reds and timeless check patterns sit alongside a strong presence of natural tones, with greens and warm wood hues inspired by the outdoors.”
Remo napa leather long gloves by Khaite.
Courtesy of LuisaViaRoma
Krizia Bianchi Fasani, buying director, LuisaViaRoma
“The statement accessory from luxe, long, leather gloves and bold belts to iconic frames and sleek jewelry.”
Stone Island, men’s fall 2025
Courtesy of Stone Island
Julie Ehrmann, general merchandise director for men, Printemps
“Customers are investing in pieces that combine functionality with classic silhouettes, making outerwear a timeless investment rather than a purely seasonal purchase. In terms of brands, Stone Island and Moncler are among our top brands at this category this season.
“Men are looking for an easy and intuitive buying experience, particularly when shopping for others. Gifting is strongly focused on one-size or easy-sizing items, such as leather goods, scarves, caps, bags, fashion tech, as well as T-shirts and knitwear.
“This season, we’ve seen especially strong gifting demand for T-shirts from brands as Ami and Drôle de Monsieur. In the luxury segment, Jacquemus, Prada and Courrèges stand out as top gifting brands, driven by strong brand awareness and desirability.
“When buying for themselves, men are more intentional. Technical outerwear, wool coats and button-down shirts are key categories, reflecting a desire for quality and long-term value.”
The fragrance section at 10 Corso Como.
Courtesy of 10 Corso Como/Rudi Alessio
Tiziana Fausti, owner, 10 Corso Como
“Today, the most meaningful gifts are centered on personal well-being. Skin care leads the conversation, alongside a growing focus on niche fragrances, refined essences and wellness treatments. At 10 Corso Como, we have a distinctive selection of researched fragrances, positioning scent as a key expression of contemporary beauty. What resonates most is exclusivity — across both Korean and international brands — that inspires curiosity and a deeper engagement with the beauty world.”
Backstage at Ami, fall 2025.
Vanni Bassetti/WWD
Franck Nauerz, director of men’s fashion, Le Bon Marché Rive Gauche and La Samaritaine
“Comfort-driven knitwear, both sweaters and cardigans, from Balthazar, Le Bon Marché Rive Gauche’s own brand of men’s fashion, is performing particularly well. In outerwear, Italian-made leather jackets by Valstar at Le Bon Marché stand out as a key piece for winter, combining elegance, craftsmanship and timeless style.
“Soft mohair knit sweaters, classic crew necks designed to get through winter in warmth and comfort, with a cozy, tactile feel that instantly conveys a sense of well-being and understated elegance, brands like Roberto Collina, in exclusivity for Le Bon Marché Rive Gauche.
“For mohair knit sweaters, we can also mention Coor, a Korean brand that we carry exclusively at La Samaritaine. Or Ami, which is one of the most desirable brands for men’s Christmas gifts.
“Also, scarves in cashmere, from Johnstons of Elgin, in exclusivity for Le Bon Marché Rive Gauche or Burberry at La Samaritaine, whose beautiful color palette this year is showcased in a scarf bar.
“When shopping for themselves, men are buying midseason jackets with contrasting collars and functional flap pockets, appreciated for their versatility, practicality and effortless everyday style.”
— With contributions from Andrea Onate in Milan
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