Jungle Dreams
Animal print is here to stay! These iconic prints are getting a fantastical revamp in the swimwear category and here is how…
Spots, stripes and skins of animal print have been wardrobe staples for decades but now this much-beloved print is getting a fantastical revamp in upcoming seasons as brands experiment to give animal print a modernised look. Whilst animal print has never truly gone out of fashion, it is certainly feeling a bit tired and repetitive with today’s market which has access to any worldwide trend at its fingertips with social media. Gen Z especially is concerned with not only creating unique and personalised styles that stand out from the crowd, but they are also the generation most engaged with climate change and sustainability, and how our buying habits directly affect the animal kingdom. This rise in ecological awareness has led to anxieties and ethical concerns for some consumers in regards to wearing animal print further indicated by a desire within the market for less realistic and more fantastical print. By implementing bold colour choices such as purple zebra stripes or neon green leopard spots, as well as reworking animal markings in abstract ways, designers can offer consumers a new and exciting take on a tried and tested print.
BRANDING
For as long as there has been animal print, there have been animal prints incorporated within branding. Rising to popularity in the 1930s for evoking exotic glamour, power and wealth, it was then adopted by the bohemian movement in the 1960s with its association with the natural world and popularised by the masses. Animal print has so many recognizable connotations with consumers today which makes it a great print to integrate into your branding as it offers a reassuring familiarity and immediately indicates the tone of your brand. Be sure to elevate your branding by experimenting with unique colour combinations and avoiding the natural layout of the animal print. For example, using the print in deep rich earthy tones contrasted against a black and white background you can quickly indicate luxury and sophistication whereas bright pinks, greens and other unnatural animal print colour choices reflect a more youthful and playful brand tone. Animal print can also be incorporated minimally by using foiling or enlarging the print within packaging for a less garish approach to the key trend.
FABRIC & PRODUCT
Elevated yet familiar fantastical animal print is gaining traction within the swimwear industry in particular. A sector not afraid to experiment with daring print design, swimwear is utilising this key trend by playing with colour choices that compliment tanned or darker summer skin tones, such as fluorescent shades or clashing colours like bright orange and deep blue. These brighter takes on natural animal prints mimic the bright sun and whimsical nature of summer which many of us are already craving this winter. Also by being so busy and bold, these striking prints become the focal point which in turn flatters the body. As well as colour, brands are also playing with the execution of animal print to keep things interesting. By crafting their print using watercolour and unique brush strokes, designers are transforming the prints that are usually taken straight from nature, into more recognizable pieces of art. This abstract approach to animal print offers a more creative and otherworldly take on a wardrobe staple, appealing to a wider market. By designing using hyper-bright colours and artistic execution methods, activists and ecologists hope that it will move true animal print away from the fashion industry and that the desire for real skins will no longer be considered a commodity.
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