Key Prints & Graphics Fashion S/S 21

Women's
Swimwear
Swimwear gets a hyper-bright update for high-summer with
electric skins, maximalist tropicals and new iterations of tie-
dye

Katrina Lyne-Watt
 Action Points
Prints remain important for swimwear, increasing by 20%
YoY. The print trends for S/S 21 reflect the key catwalk
trends, from maximalist tropicals to punchy daisies,
celebrating all that's loud and colourful.
1. Evolve popular #tiedye looks: tie-dye swimwear
increased by 185% in the UK and 72% in the US YoY
across S/S 19 new-ins at trend-led retailers, confirming
its importance for seasons to come. Get creative with
dye techniques via #watercolour washes and hazy
effects for newness.
2. Indulge in maximalism: feature a more-is-more
aesthetic for high-impact swimsuits and separates via
print mixing, splicing and #hyperbrights.
3. Back retro prints: draw inspiration from both
the 1960s and 1970s, as seen on recent catwalks.
Invest in #naivedaisy and #paisley prints.
4. Street-meets-beach styling is key: use bold prints
on performance cuts that work well for sweat or swim.
Merchandise clashing prints in-store, such as
statement skins with #exotica.
5. Tropical prints re-emerge: having taken a backseat
over the last couple of seasons, exotic florals are back;
bigger and bolder than before.

Camp Cove Swim

 #Exotica
Why is it key? A key trend on the S/S 20
catwalks, Psychedelic Beach means tropical prints
make a comeback for fashion-forward ranges. Hyper-
bright and packed with detail, these statement swim
Urban Outfitters Ralph & Russo
prints are the antidote to the return to minimalism
we've been tracking in womenswear. This street-
meets-beach styling offers a contemporary spin on
Click on WGSN original artwork to download
the tropical look, as seen at Ralph & Russo and
Leonard.
WGSN's building #exotica trend confirms the return
of tropicals with a graphic makeover.

Leonard

How to update? #hyperbrights and

clashing patterns are key ingredients.
Combine black and white optical geos
with graphic takes on tropical palms
and florals for a maximalist
sentiment. Merchandise alongside
matching beachwear to complete the
look for the high-summer drop.

Deveaux
 Statement Click on WGSN original artwork to download

Striped Skins
Why is it key? Animal print remains on the catwalks,
although there is less hype around it in womenswear.
It's also the fastest-growing print across swim for S/S
19 online new-ins, driven by luxury and trend-led
Victoria's Secret
retailers. The focus now shifts from tired leopard to
graphic striped skins, thanks to the S/S 20 catwalks.
These #electricskins are targeted at the high-fashion
market, with simple silhouettes letting the bold prints
do the talking. Fit for youthful party culture, it
references our Paradise Nights trend.

How to update? Stay clear of true-to-form

skins and choose kaleidoscopic repeats
instead. Contrast dark grounds with
#hyperbrights or neon for a youthful
direction – #biolime is a key colour. It's not
one for the masses, so don’t overbuy this
direction. Offer as part of a mix-and-match
set so consumers can balance prints with
block colours.

South Beach Swimwear Ganni Everything But Water

 Retro Daisy
Why is it key? Simple retro daisies are gaining traction
as the next must-have motif, from trade shows to
catwalks. This sweet print reflects the
overarching trend for pretty, girly dressing, with
Stone Fox Swim Solid & Striped
connotations of Palm Springs pool parties and
carefree summers.
Depending on your market, this trend has the breadth Click on WGSN original artwork to download
to tap into both nostalgic 1990s trends or sweet
1960s looks. Check out the Summer Sweetheart trend
and #naivedaisy for further confirmation.

Cynthia Rowley

How to update? Opt for stylised

flowers and refresh the popular print
via graphic splicing and high-contrast
colours, as seen at Cynthia Rowley.
Keep the scale small for commercial
markets. Experiment with outsized
scales for directional ranges.

Haining Tianyi Textile

 Ethereal Click on WGSN original artwork to download

Tie-Dye
Why is it key? Blurred, hazy and #softfocus effects
have been picking up pace on the Fashion Feed,
offering an evolution of popular #tiedye. The ocean is
a key design reference for these dreamy non-prints,
Gal Floripa Swimwear
with watercolour washes, digital effects and ombré
working together to create ethereal prints.
As forecasted for S/S 21 womenswear, give these
prints a futuristic twist with pearlescent finishes –
perfect for glamour-loving Gen Z.

How to update? Move tie-dye on from its

boho hippy connotations by making prints
blurred, tonal and 'cloudy', as highlighted in
the Buyers' Briefing. Feature S/S 21's
Transform palette of pearly ocean tones and
#powerpastels, and create an iridescent look
with clever metallic-look prints.

Bound by Bond Eye Print Stories Just a Corpse

 Paisleys
& Medallions
Why is it key? Traditional motifs are celebrated with
an increased focus on considered craft, as decorative
paisleys and medallions return. As cited at The RMJ Textile & Print Studio Seafolly
London Print Design Fair, these delicate prints convey
bohemian sentiments taht are still popular with the
youth and festival crowd. Click on WGSN original artwork to download

Monsoon

How to update? Introduce placement

prints to make a statement on
swimsuits for higher price points, as
seen at Monsoon. Pair brights with
neutrals to keep the look fresh and
contemporary. Ensure patterns are full
of delicate detail for a feminine look.

Zimmermann

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