Collection casts the brand’s crew as fairy-tale characters and revisits its most-criticized designs Simon Cracker has presented its Spring/Summer 2027 collection, titled “An Annoying Summer Fairy Tale,” a collection built around the brand’s own crew and framed as a fairy tale for those who dislike the summer season.
PAGEONE Media encountered the collection during its Milan Fashion Week coverage, where Simon Cracker’s irreverent approach offered a markedly personal counterpoint to more conventional runway narratives. Rather than building the season around an idealized muse, the brand placed its own community at the center, turning familiar faces, old criticisms and deliberately imperfect ideas into the material of the show.
“I can barely stand summer, and this story gives a wink to anyone who feels the same way,” the designer said in a statement accompanying the collection.
Crew As Cast
The collection casts members of the Cracker Crew as princes, fairies and queens. According to the brand, the looks were conceived and inspired by the crew members themselves, each of whom is different both physically and creatively.
The design process began with the wearers rather than the garments. The designer compared the approach to paper dolls, which the statement describes as having almost disappeared from circulation, and called it “a game of GIRA LA MODA with the Cracker Crew: people come first, then the clothes.”
The designer cited childhood fairy tales, illustrated books, personal memories, a cat and collections of objects among the collection’s influences, and said the scene in Cinderella in which the mice upcycle materials inspired a childhood habit of reworking fabrics found at home, a practice that later became a career.
Revisiting Criticized Pieces
The collection draws on pieces from the brand’s archive dating back to 2010. According to the statement, those pieces were selected based on the criticism they had received over the years. Details that had drawn the most negative reactions were repeated and exaggerated, and elements previously considered mistakes or flaws were deliberately reintroduced.
The designer linked the decision to current economic conditions, describing the economy as “frightening and worrying” for many designers who remain “eternally emerging.”
“Today, even a beautiful collection offers no guarantee that it will sell. So you might as well be completely yourself,” the designer said, adding that “the first thing fear sacrifices is creativity.”
Materials And Silhouettes
The designer described the collection’s starting concept as forty wedding dresses thrown into a gigantic blender, disrupting silhouettes and volumes. The resulting pieces include mushroom-shaped capes with bows, ruffles, tulle and crinolines with a texture the brand likens to mold growing on citrus fruit in summer.
Denim is paired with satin and silk, with the fabrics dyed and boiled to an almost sculptural finish. Outerwear is made from cotton sourced from white bed sheets, also boiled and dyed, in sage, blue and magenta.
Accessories
A melting-popsicle motif appears across the collection’s accessories, including the brand’s “Saccoccia” bag, platform sandals, the Dr. Martens 1461 and sunglass frames.
Message To Younger Generations
The designer said the collection is intended as a message to younger people, including students and those hoping to work in the fashion industry, as well as anyone who feels there may not be a place for them.
“Go and find that place. Or create it yourself,” the designer said. “Shout. And always speak your mind.”
