The Millennials and Generation Z become important consumer groups. Dramatic and psychedelic looks usher in a wave of maximalism in the youth market. Intricate patterns are key, traditional motifs are redefined and colors go bolder.
Slogans express the attitudes of the young generation. Rudi Gernreich features jacquard slogans, and combines them with classic Fair Isle patterns, vehicles and checks. Colorful graphics are against the black grounds through different placement.
The horizontally arranged graphics deliver a modern folkloric style. Trendy elements mix with classic Fair Isle patterns, colored in bright and vivid shades.
Diverse geometries are individual yet interactive. They are merged together for a playful effect. Harmonious colorways are important for the collages.
The all-over word decoration of S/S 2020 pattern is different from the orderly text print of previous seasons. The words change their colors and scales, or blend with linear imagery.