Mac
An Open Outlook
Trust, quality, and consistency have always been the foundation of Mac. A conversation about lasting relationships, current developments, and anticipation for Spring/Summer 2027.
In line with our overarching theme, “The Economics of Trust”: What does trust mean to Mac?
Eveline Schönleber, Managing Partner: Trust isn’t built on grand words, but on reliability, integrity, and consistency in our day-to-day actions. For us at Mac, trust means building long-term relationships: with our retail partners, with our customers, but also within our team and throughout our entire supply chain.
Especially at a time when markets, consumer behavior, and societal expectations are constantly changing, trust is becoming one of the most important foundations of business. It is about communicating transparently, taking responsibility, and making decisions understandable.
As a family-owned business, we don’t focus on short-term trends, but rather on long-term partnerships. Quality, credibility, and high standards for our products, fit, and collaboration have therefore always been firmly embedded in our DNA.
At the same time, trust today also means being open to change—for example, in the areas of sustainability, material innovation, or supply chains. We are convinced that trust is built above all where values are visibly put into practice and where aspirations and reality align.
What's in store for the new season in women's and men's fashion? What are the key trends?
Barbara Hirt, Head of Women’s Product Management: For us,Spring/Summer2027 is all about a new sense of lightness, modern casualness, and emotionally evocative colors. Customers are looking for fresh, modern inspiration—or, in short, for fashion that radiates personality while remaining easy to wear. The new variety of silhouettes isparticularlyimportant here. The collection deliberately plays with the tension between loose fit and contour: modern voluminous shapes, such as balloon or slimmer barrel silhouettes, complement the portfolio. At the same time, straighter shapes continue to gain importance. Lengths also visibly transform the look: long Bermuda shorts, culottes, and capris bring lightness and dynamism to the collection and lend many looks a relaxed, modern ease. In terms of color, the collection remains grounded in a calm, natural palette: featuring soft pastel tones, creamy shades, and warm sand and clay hues. This color palette is complemented by strategic, emotive color accents that infuse the looks with energy, modernity, and personality. Added to this are lightweight, high-quality materials that offer great comfort. Overall, we’re seeing a strong trend toward looks that convey optimism and emphasize individuality.
Simon Khasani, Creative Director of Menswear:The silhouette in menswear is also undergoing a very noticeable change right now. Loose fits are one of the central themes of the season, spanning all product categories: from chinos to 5-pocket jeans to Bermuda shorts. It’s not just about more room in the thigh area, but about completely reimagined proportions all the way down to the leg opening. We’ve revised and modernized many of our fits to create a new, contemporary silhouette. Another key theme remains innovation in materials. Sustainable developments such as recycled cotton, Rainborn denim, and natural fibers like hemp and nettle continue to play a central role in the collection.
In womenswear, we talk about a “return to joy and emotion.” We’re convinced that female consumers are looking for fashion that makes them feel something. Do you agree? What role does emotion play at Mac?
Barbara Hirt: Absolutely. Today, fashion has to do more than just look good. It has to convey emotions and make people feel good. Especially after the past few years, we can clearly sense that many female consumers are once again craving optimism and emotional expression. As a result, colors are becoming enormously important. They bring energy, personality, and often a sense of self-confidence to everyday life. Silhouettes and materials also play a major role: flowing fabrics, modern fits, and effortless looks create a sense of freedom and movement. As a result, fashion is once again becoming a stronger expression of one’s own personality. For us, this means developing collections that combine emotional appeal with wearability. It is precisely this balance that defines modern casual wear today.
What opportunities will the Spring/Summer 2027 season bring?
Barbara Hirt: We see great potential in a newfound openness to fashion changes. Consumers are once again more willing to try out new colors, silhouettes, and proportions. This creates room for more creativity and for fashion that is more emotionally resonant overall. We’re particularly looking forward to bold colors, modern femininity, and the season’s new sense of lightness. At the same time, we’re observing that comfort and high-quality casual style remain essential, though interpreted in a much more fashion-forward way than just a few years ago.
Simon Khasani:Inmenswear, we’re especially looking forward to the new loose silhouettes, the continued evolution of our Drivers collection, and our collaboration with rally legend Walter Röhrl. We’ve significantly expanded our lineup once again: There will be many new styles, modern fits, and innovative super-lightweight and super-stretch fabrics. What we find particularly exciting is the combination of comfort, performance, and modern design. We see this as a major opportunity for Spring/Summer 2027.
