Natasha Zinko unveiled her Spring Summer 2026 collection titled Hair of the Dog during the recently finished London Fashion Week. The Ukrainian-born, London-based designer reframed chaos as a foundation for clothes, turning disorder into an aesthetic that speaks of resilience, fatigue, and honesty. The collection drew its conceptual spark from Hunter S. Thompson, whose 1973 book Fear and Loathing in Las Vegas described a culture determined to live at full throttle. For Zinko, that intensity found new life in fashion designed for men who carry their experiences directly on their clothes.
The designer observed today’s digital feeds and saw a stream of curated uniformity. TikTok and Instagram pump out identical images of matcha drinks, competitive workouts, and carefully coordinated outfits. Each new – core trend multiplies itself into endless sameness. For menswear, that means wardrobes built for performance on-screen rather than expression in real life. Zinko used Hair of the Dog as a response, aiming to restore authenticity where polish has replaced personality.
Her answer looked backward to the early 2000s, when mornings often arrived before nights had fully ended. Students walked into exams in yesterday’s outfits – trousers creased, jackets thrown over shirts stretched out from hours of wear, shoes swapped for flip-flops or sneakers after nights that ran too long. Those clothes, worn without care for presentation, carried more honesty than anything planned in advance. They told stories of fatigue and survival, and in doing so, projected strength.
Hair of the Dog translated those memories into contemporary menswear. Trousers arrived loose and softened by imagined nights of excess. Jackets looked reshaped by movement, their lines less about precision than about how fabric adapts to the body under stress. Shirts shifted on frames, sleeves skewed slightly out of place, collars undone. Sneakers appeared where leather shoes once belonged, creating contrast between intention and reality. Each piece gave the impression of being lived in, altered by time, and richer because of it.
Zinko elevated this disorder into something heroic. A man in trousers that hang unevenly or a jacket that carries creases becomes a figure marked by resilience. Clothing in this state does not signify failure but survival. It signals nights that stretched too far, mornings that arrived too soon, and experiences that reshaped both garment and wearer. In this vision, imperfection reads as individuality.
For a menswear audience, Hair of the Dog poses a clear provocation: why should wardrobes chase algorithm-driven polish when chaos provides more character? Zinko suggests that the dents, wrinkles, and stretched fabrics tell truer stories than a perfectly coordinated outfit designed for social feeds. Menswear in this collection feels like armour that has gone through battle and remains powerful because of its marks.
The collection also reclaims fatigue as style language. Dark circles under eyes, rumpled trousers, or jackets that have lost their crispness become part of the look rather than flaws to erase. Menswear becomes expressive when it carries the weight of experience. In Zinko’s interpretation, a bent frame of glasses or shoes exchanged halfway through the day communicates more about the wearer than curated minimalism ever could.
Natasha Zinko offered a Spring Summer 2026 show that broke from polished uniformity. Hair of the Dog celebrated exhaustion, resilience, and rawness as qualities that shape wardrobes. By embracing the scars of lived experience, the collection declared that true clothes thrive in chaos, not in the filters of a feed.
