"The more feminine we go, in some ways, the more hyper-masculine we go," Jordan Bowen and Luca Marchetto told Hypebeat backstage after wrapping up their Spring/Summer 2025 runway at Milan Fashion Week. The London-based duo returned to the Milanese capital once again, evaluating the juxtaposition of romance and rebellion experienced in the British class system.
JordanLuca has had quite the year. From its viral pee-stained denim to its freshly upgraded triple-banned underwear, the brand is only going up. The collection breaks ideas of traditional menswear with a sophisticated edge, merging dainty dancers and ruthless punks with unmatched attraction. Sex is the name of the game at JordanLuca, seeing Bowen and Marchetto lean into desire and seductiveness with an entirely new rulebook. "You need to play with very big opposites. What do hyper-masculinity and hyper-femininity mean? We're thinking of the life that our objects are going to have, and the nature of fashion is that you cannot predict that."
JordanLuca's SS25 range walked to the beat of revolution, presenting a series of strong-shouldered looks that walked on non-binary lines. Tweed bomber jackets donned broad outlines for one and all, contrasted by the brand's signature dual-collared shirting and skintight biker shorts. Colossal parkas donned oversized pockets for supreme functionality, while striped knitwear played with the human form in more ways than one.
Ballerina skirts were reimagined with noted accents that hug the body, followed by dense motorcycle jackets ripped open at the chest. Knee-length blazers broke tradition with delicate glass flowers, matched with pointed footwear that sharpened natural proportions. Casual tank tops were frozen in time with preserved effects, wrapped into crocodile-stamped trousers, and accessorized with spiked hairdos that stood out across the collection. "JordanLuca is binary. It's very black and white, it's very one or the other, and I think that once you know the rules, then you can truly play with them," the designers concluded.
Take a closer look at JordanLuca SS25 in the gallery above, and stay tuned for more Milan Fashion Week content on Hypebeast.
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