Men’s Prints & Graphics

Forecast S/S 24: Creative

Confidence
Creative Confidence embraces imperfect and expressive
themes for men’s prints and graphics, featuring vibrant
colours, kidult characters and a celebration of life’s
mundane joys

Fanny Chow
08.23.22 - 10 minutes

Ed Curtis
Introduction
This direction follows on from our A/W 23/24 forecast trend, Creative Reset. It
embraces the joy and ingenuity that come from lateral thinking and questioning
the status quo.

As the world grapples with momentous change, Creative Confidence seeks to redefine
our relationship with established ideas and structures by championing the lateral over
the literal, and the purposeful over the superfluous.
For S/S 24, this will emerge in numerous ways: an enthusiasm for design hacks, DIY and
DIYW (do it your way); an uptake of radical recycling and maximum resourcefulness,
where everything is ripe for creative repair and reuse; an exploration of precise
personalisation and on-demand production for a waste-free future; and the reinvention
of better basics at all levels, whether through material, colour or construction.
A mix of past eras and subcultures will be influential, but these references will be
spliced and remixed in contemporary and sometimes irreverent ways. Honest and
authentic sentiments will also be prized, offering a subversive counterpoint to a world
that is increasingly defined by perfecting, tracking, quantifying and curating.
This direction celebrates creative freedom and expression, but not creative excess.
The underlying message is that design for design’s sake is not enough any more: there
has to be a good reason for things to exist, and disruptive processes can often be the
best path to invention – and reinvention.

@wolfboynat

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Methodology
WGSN’s forecasts are guided by our STEPIC
methodology, which analyses changes in
society, technology, the environment, politics,
industry and creativity. These six pillars inform
the themes covered in our three annual macro
forecasts (Future Drivers, Future Innovations
and Big Ideas), which are then filtered down to
form the three seasonal trends for our
category-specific forecasts.
Here is how Creative Confidence relates to
our broader forecas t themes for 2024:

STEPIC p illars : Industry, Creativity

Future Dr ivers 2024: Direct to Essentials, The
Case for Creativity
Future Innovations 2024: No to ‘Normal’,
Subtracting Adds Value, Collective
Intelligence, Energised!
Big Ideas 2024: Democra-sized, Code-
Breaking

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Colour

011-50-32

023-61-36

064-59-32

120-28-32

033-75-33

034-84-05
Creative Confidence S/S 24

Sweet Mandarin

Galactic Cobalt
Bold colours are key in the story, albeit with a

Golden Cob
Radiant Red

Green Flare
balance of brights against peppy mid-tones and

Chalk
Black. Expressive, evocative hues like Pink
Cyclamen and Green Flare have a dynamic

16-6340 TCX

12-0304 TCX
19-3952 TCX

13-0947 TCX
16-1356 TCX
18-1651 TCX
energy next to darks, while Cyber Lime and
Apricot Crush are influenced by the impact of
colours on-screen, bouncing off neutrals like
Chalk and Oat Milk for maximum impact.
Glacial Blue and Golden Cob add a gentle yet

153-19-00

156-56-30

030-69-10

024-65-27

112-75-11

051-76-36
feelgood note to the palette.

Pink Cyclamen

Apricot Crush

Cyber Lime
Glacial Blue
Oak Milk
Black
19-4203 TCX

13-0651 TCX
14-1208 TCX

14-4123 TCX
15-1247 TCX
17-1937 TCX

* All colour names are specific to WGSN

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Scrap collage
The concep t: designers seek creative ways to
utilise offcuts and surplus, tapping into waste
recycling and the repair economy. The use-it-
all attitude celebrates unique shapes and
negative space, from fabric fragments to avant-
garde collage styles.
@outsidersdivision
Des ign direction: piece together irregular
shapes and embrace negative space from Scrap #Patchwork is a great way to
fabric offcuts to update # CutoutPrints, box recondition flawed garments into unique and
fresh designs
logo # Branding and slogan graphics.
App lication and technique: tap into the DIYW
INXX
(do it your way) ethos by offering fabric scrap
DIY kits and workshops for # Personalisation
Fragment collage creates a
garments and # BeyondFashion items such as unique pattern for texture
@ed_curtis__
recycled coasters. For engineered pattern prints
prints, choose GOTS-certified or
biodegradable inks.
Relevant for: tops, bottoms, jackets, @hlna_online
accessories
Use the negative space of #StencilledBlooms
to update commercial tropical prints

@extravitamins @weekdayofficial @laserbarcelona

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Acid retro
The concep t: the rise in resale and thrifting
drives this key direction for perennial prints.
Re-energise retro prints with hyper-brights to
update youth, vacation and party ranges.
Des ign direction: draw inspiration from true
vintage prints, and pair with acidic brights to
@kakapo_textile
add a rebellious edge to wardrobe essential
prints, including # Geometrics, checks and
stripes. Use this direction to give your
signature monogram an energetic refresh in
repeated # Logomania designs. @miramikatistudio @asos_man

Colour: use S/S 24’s seasonal colour Cyber

Lime as a key hue. For broader appeal, use
intense brights as a highlight colour against
neutral or dark bases for smart and dressed-
up looks. @goodgoodgoodstore

Relevant for: shirts, knits, bottoms, swimwear,

matching sets

@gitmanvintage Emporio Armani @eaeriann

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Main character energy
The concep t: # JoyfulExpression is amping up
to self-expressive main character energy in
2024. Designers take a less serious, tongue-in-
cheek approach to create statement pieces.
Kitsch character motifs and chaotic prints
create a wow factor. Expect this theme to
@surrealsaopaulo
dominate the youth and Gen Z market.
Des ign direction: focus on childish and All shapes and emotions are celebrated here,
cheeky characters and # Monsters as key icons, championing inclusivity and self-acceptance

tapping into the # Kidult trend. Use wiggle

forms and dopamine brights to update
perennial prints and amp up the festival mood
– this will also be an easy entry point for the
value market.
INXX @betweenfriends
Licens ing: look into regional popular anime or
cartoon characters for licensing opportunities.
Alternatively, collaborate with local artists
@taka_original
who possess a youthful aesthetic for a capsule
collection. Use #HyperTexture motifs and detachable 3D
Relevant for: all categories elements to exaggerate #YouthEssential
graphics

@mirandamakaroff

Use this theme to update festival deliveries

@ed_curtis__ @bershka and #Soundwaves graphics

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Statement simplicity
The concep t: designers are thinking out of the
box to evolve # Geometrics and colour-blocking
through daring splicing and bold compositions.
This theme presents a refined statement to
update shirtings, as well as smart-casual and
#Workleisure styles.
@ryo__takashima
Des ign direction: opt for simplistic shapes,
irregular layouts and sparse repeats to move Supersized type creates a graphical stamp to
on from busy # TessellatingGeos. Mix and evolve signs and symbols, for a bold visual
impact that speaks to young consumers
match patterns and tiles to create a unique
offset design.
GAGNONLEE
App lication and technique: go supersized to
inspire bold # ColourBlocking, which can also
Source deadstock or surplus
be achieved with # Patchwork. prints to create a
@pammofficial
#PanelledShirt
Sus tainability: invest in nature-powered dyes
to replace chemical pigments for low-impact
printing.
@kakapo_textile
Relevant for: tops, shirts, bottoms, jackets,
knits, sleepwear, accessories
Japanese textile brand kakapo focuses on
street- and building-inspired geometrics

Next INXX The Other Order of Form

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Party room
The concep t: after prolonged lockdowns,
consumers are embracing indoor
entertainment and socialising. This hedonistic
direction speaks to youth markets and offers an
opportunity to merge # FoodInFashion,
# DrinksInDesign, gaming licenses and music
graphics in house party-themed ranges. @dontwashme

Des ign direction: focus on party treats and

US brand Don’t Wash Me is one to watch,
gaming moments. Opt for childlike and
focusing on nostalgic game-inspired graphics
cartoonish graphic styles that tap into the with a Web 2.5 aesthetic
# Kidult trend. Personify refreshments and Nahmias
party games icons as humorous characters to
update # Branding and food graphics. Opt for non-alcoholic motifs
for broader appeal, speaking
Licens ing: look into popular video games and to younger audiences and the
Kidsuper
tabletop games for collaborations, and offer emerging sober lifestyle
collectable gaming accessories as additional
merch. Keep an eye on Dungeons & Dragons’
50th Anniversary edition, its spin-off TV series,
as well as a reboot movie coming in 2023.
@wkndrs_official
Relevant for: graphic T-shirts, sweats, jackets,
loungewear, sleepwear, festival, accessories,
socks

@lorenzstudio
@awakenewyorkclothing
Tap into the festive #Soundwaves trend with musical motifs
Rhude
and launch products with an accompanying playlist Encourage positive socialising activities

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Daily routine
The concep t: everyday objects and regular
routines are becoming subjects of appreciation
after a period of disruption and a societal
fixation on work-life balance. Items and habits
that were once considered mundane are now
recognised as precious elements in our
@dimemtl
personal lives.
Des ign direction: let graphics take centre Update the A/W 23/24 Relax and Restore
stage here – front and back placements should trend, as the emerging anti-wellness
movement recognises the significance of
be scaled-up, bold and statement-making. indulgent pleasures and foods
Tongue-in-cheek # Slogans about relatable
lifestyles, anti-hustle culture and familiar
moments will aid in creating meme-like
statements.
@aland_store 714 Street
App lication and technique: use digital printing
with a made-to-order model for photographic
designs. Embroider motifs for accessories and
lock-up graphics for a high-value feel. Single-
colour slogans are best achieved with water-
based screenprinting for larger-scale @official_mmlg
productions.
Relevant for: graphic T-shirts, tops,
loungewear, socks

PROS BY CH

Choose bio-based ink for basic black artwork to swap out

carbon pigments. Check out Living Ink’s Algae Screen Printing
CONP @piet_org
Ink, which is renewable and eco-friendly

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Creative chaos
The concep t: prioritise expression over
perfection in this story, echoing the radical
acceptance philosophy of Creative Confidence.
Replace pristine and intricate artworks with
free-flowing smudges, paint brush marks that
bleed into each other, and a messy colour
@mcq
palette reminiscent of stains on an artist’s
workwear. MCQ presents 10 jackets that are made of
Des ign direction: build on the rise of Mirum, a bio-based leather, and hand-painted
by New York artist Kevin Emerson
# Personalisation with a DIY aesthetic. Make
stains, blemishes and abstract mark-making a
key feature across designs. #Airbrush and @maitegarciaargul

heavy hand-painted motifs will create a grunge

Youth are using absurdist aesthetics as forms of uninhibited
look, which is rising among the youth market. self-expression @outsidersdivision

Sus tainability: upcycle deadstock styles with

these graphics and textural prints. Use
# NaturalDye and inks such as botanical and
vegetable dyes to create the perfect mix of
vivid brights against earthy tones. @pammofficial

Relevant for: tops, shirts, bottoms, jackets,

denim, streetwear, accessories

Weekday

Collaborate with artists in this

@ed_curtis__ @_aircrush_
field for an individual take

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1 234
Action points

Embrace chaos and humour Waste nothing Appeal to daily rituals and Revitalise classics with
entertainment contemporary palettes

In line with The Case for Creativity, Keep materials and leftover products Put relatability at the core of your icon, Break the rules and stereotypes with
consumers will explore hedonistic or from potential landfill through slogan and graphic placement designs. old-meets-new designs that use
even rebellious expressions to cope upcycling. Repurpose textile scraps Seemingly mundane rituals will hold an energetic flashes of colour to refresh
with increasingly uncertain times. Bring into creative collages of layered ’in joke’ relevance for youth, while party core prints. Acidic brights and spliced
creativity to the next level with appliqués. Use grunge-meets-artistic icons will have mass-market appeal shapes will add interest through eye-
imperfect art and craft, and celebrate paintings and over-dyes to give surplus with added merchandising catching details with timeless appeal
all emotions with a carefree spirit items new life opportunities – encourage positive
socialising activities only

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Influences

@brainwashedtheory @ed_curtis__ Weekday Studio Made CONP @syynstudios

The Connectors Ed Curtis Weekday Studio Made CONP 抗牌 Siyana Studios

In place of individual ownership The London designer is a The artistic label by Weekday Chinese streetwear brand CONP Based in Barcelona, self-taught
and perfection, this cohort is perfect representative of offers limited drops of unique (Citizen of No Place) is known designer Robin Blanc is
redefining success as radical Creative Confidence, using items made by collaborator for literal and humorous passionate about typography
resourcefulness, co- daring shapes and colours to artists. Its longstanding graphics that are inspired by design. The 20-year-old creates
creativeness and new create maximalist and quirky relationship with Jukka Herttua everyday life. It’s one to watch conceptual mock-ups for fashion
entrepreneurship. artworks that push collage art is one to watch, featuring for youth and Gen Z markets, editorials with a nostalgic feel,
to the next level. upcycled secondhand garments especially for APAC perfect for slogan design
with hand-painted and dyed collaborations.
artworks.

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The WGSN trend matrix 2024
Connecting the dots between our STEPIC foundational research, here are the six Future Drivers, 12 Future
Innovations, six Big Ideas and six Forecast trends that will shape the world in 2024.

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The WGSN macro forecast 2024
The timeline for WGSN's suite of 2024 trend reports, moving from business strategy to consumer and
product strategy.

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WGSN’s forecasts are created by our global team of experts
Forecas t lead team Hannah Watkins, Head of Prints and Graphics
Helen Palmer, Head of Materials and Textiles Graham Krag, Senior Strategist, Prints and Graphics
Sara Maggioni, Head of Womenswear Fanny Chow, Strategist, Prints and Graphics
Nick Paget, Senior Strategist, Menswear Charlotte Casey, Senior Strategist, Knitwear
Noah Zagor, Senior Strategist, Menswear Contr ibutors
Erin Rechner, Head of Kidswear APAC
Allison Goodfellow-Ash, Strategist, Kidswear Wingo Xue, Fashion Editor, WGSN China
Jane Collins, Senior Strategist, Footwear and Accessories Yianni Giovanoglou, Trend Specialist, Australia and New Zealand
Gemma Riberti, Head of Interiors Stacey Wee, Account Manager
Reiko Morrison, Head of CMF, WGSN Consumer Tech Afr ica
Yvonne Kostiak, Senior Strategist, Active Raeesa Brey, Researcher
Charlotte Browning, Strategist, Active LATAM
Sofia Martellini, Senior Strategist, Fashion Feed and Catwalks

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