What to Wear This Summer, According to Fashion’s Boldest June Drops and Collaborations
This June, fashion’s biggest brands are leaning into bold colors and charged statements that go beyond
A seasonal switch happens this month of June. Shirts get lighter, legs emerge, and somewhere between the SPF and the linen, there’s a license to be louder. But fashion in June carries a cultural weight too, an unspoken awareness that what you wear isn’t just about how you look but what you stand for.
This year, brands have clocked in with summer campaigns that flirt with the idea of going “all out”; sometimes literally, sometimes in gesture. While not all of these collections are explicitly tied to Pride Month, the subtext is clear: self-expression is in. And it’s not just for one demographic.
Here’s what’s worth noticing, and maybe wearing.
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PUMA
PUMA enters the mix with a campaign that leans into the spirit of football and early-2000s nostalgia. Think Y2K jersey silhouettes reworked in playful colors, shoes that nod to classic turf design, and styling that’s equal parts sporty and expressive. It’s not loud in the way of protest, but in the way of joy that is grounded in movement.
Add color to your activewear rotation with a jersey or sneaker that actually feels fun to wear. You don’t have to be headed to a match to wear one, just somewhere where you’re okay with being seen.
Calvin Klein x Cooper Koch
Let’s start at the bottom. Calvin Klein has long mastered the art of minimal underwear with maximal appeal, but this June, it’s gone chromatic. The new drop features saturated hues designed less for hiding and more for showing off, or maybe just for knowing they’re there. It’s bold and loud for those who want it to be.
As always, Cooper Koch is toned and luminous, but the palette this time signals more than sex. Colored underwear is the low-effort and high-impact update your wardrobe didn’t know it needed.
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REISS x Tom Daley
In contrast to the louder campaigns, REISS offers a British and sun-drenched form of pride. Their collaboration with Olympic diver Tom Daley features versatile knits and pale tones that could work just as well in Ibiza as they do in a work meeting. Tom’s presence is part of a broader movement that says masculinity doesn’t need to shed its polish to feel modern.
Here, pride is well-pressed and sunlit. It’s in the confidence of not over-explaining. Match the energy of the campaign: wear tailored pieces casually, and let clean simplicity do the work.
Diesel x Tom of Finland
No brand leans into provocation quite like Diesel, and this summer, it leans harder. The brand teams up with the estate of Tom of Finland, whose erotic illustrations have long defined a version of hypermasculinity that is equal parts parody and celebration. The capsule includes leather shorts, bulging silhouettes, and prints that walk the line between art and NSFW.
For some, it’s camp. For others, a callback to resistance. For Diesel, it’s also smart business: nudity, after all, sells. But there’s more than marketing here. If you’re going bold, go bold. No half-measures.
UGG x Alok Vaid-Menon
Alok Vaid-Menon, the gender non-conforming writer and performance artist, brings a disruptive lens to their collaboration with UGG, which drops a kaleidoscope of footwear and apparel designed to be, in their words, “as soft as it is strong.”
Whether or not you identify with Alok’s politics, the pieces feel like an invitation to live a little larger, on your own terms. Summer is not the time to blend in. Try at least one item that feels like a dare.
In contrast to the louder campaigns, REISS offers a British and sun-drenched form of pride. Their collaboration with Olympic diver Tom Daley features versatile knits and pale tones that could work just as well in Ibiza as they do in a work meeting. Tom’s presence is part of a broader movement that says masculinity doesn’t need to shed its polish to feel modern.
Here, pride is well-pressed and sunlit. It’s in the confidence of not over-explaining. Match the energy of the campaign: wear tailored pieces casually, and let clean simplicity do the work.
Who is this for?
That’s the question these campaigns ask. And the answer, refreshingly, is everyone. While Pride-adjacent aesthetics still get the marketing push in June, what’s more interesting is how these collections allow multiple entry points. The queer-coded are obvious, sure. But the broader appeal is in the freedom they offer.
This June, don’t just wear clothes. Wear confidence. Whether it’s rainbow briefs or soft tailoring, make sure your wardrobe says something, even if only to yourself.
Photos courtesy PUMA, Calvin Klein, UGG, REISS, Diesel
