# Effortless Menswear Editorials TheI Love Ugly Spring/Summer Collection Features Basic Staple Items By Vasiliki Marapas | Published 2015-02-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/i-love-ugly-spring-summer References: [highsnobiety](http://www.highsnobiety.com/2015/02/13/i-love-ugly-spring-summer-2015-editorial/) & [iloveugly](https://www.iloveugly.ca/) As per usual, there is nothing "ugly" about the I Love Ugly Spring/Summer 2015 collection. The New Zealand-based brand introduced its latest offerings by way of a new editorial. In recent seasons, the menswear company has gone through some subtle changes, placing a renewed emphasis on [basic items and classic wardrobe staples](https://www.trendhunter.com/trends/uniqlo-u-fw25). This directorial shift is very much reflected in the editorial. Every garment, from [t-shirts to slacks](https://www.trendhunter.com/trends/robert-barakett-spring), looks totally effortless. It is the type of [ease and wearability](https://www.trendhunter.com/trends/stein) that many brands strive for, but ultimately fail to reach; an offhand, uncomplicated style that has gracefully matured into the I Love Ugly Spring/Summer 2015 collection. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 95% | Activity: 79% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Key Themes Behind This Trend - **Renewed Emphasis on Basics:** Opportunity to disrupt the fashion industry by focusing on simple, timeless pieces that exude effortless style. - **Effortless Wearability:** Opportunity for innovative clothing brands to design garments that are both easy to wear and stylish. - **Uncomplicated Style:** Opportunity for fashion brands to create collections that embody a laid-back aesthetic without compromising on quality or style. ### Where This Applies - **Fashion:** Opportunity for fashion brands to reinvent their collections by emphasizing basic staple items and effortless wearability. - **Menswear:** Opportunity for menswear brands to tap into the trend of effortless and uncomplicated style in their collections. - **Clothing:** Opportunity for clothing brands to create simple yet stylish garments that are easy to wear and versatile. ## Related on Trend Hunter - [Summer-Centric Lifestyle Fashion](https://www.trendhunter.com/trends/uniqlo-u-4.md) - [Laid-Back Modernwear](https://www.trendhunter.com/trends/digawel-springsummer-2026.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Understated Spring-Centric Fashion](https://www.trendhunter.com/trends/stein.md) - [Fall-Centric Layered Apparel](https://www.trendhunter.com/trends/uniqlo-u-fw24.md) - [Elevated Casual Spring Collections](https://www.trendhunter.com/trends/robert-barakett-spring.md) - [Understated Luxury Menswear](https://www.trendhunter.com/trends/coofandy.md) - [Seasonal Wardrobe Capsules](https://www.trendhunter.com/trends/uniqlo-u-fw25.md) - [Minimal Tailored Fall Fashion](https://www.trendhunter.com/trends/galilee-by-sea.md)