Product Forecast

Men's Prints & Graphics

Forecast A/W 23/24: Care
Culture
Care Culture celebrates a reorientation of priorities, post-
pandemic. Meaningful and purposeful designs that
connect with nature, home comforts and self-care will be
key

Fanny Chow
02.27.22 · 11 minutes

Pikol
Care Culture: introduction
Who and what do we value? This question sits at the heart of Care Culture, as
people reprioritise wellbeing over work, community over competition, and the
planet over pro t.

The pandemic and the climate crisis have brought the importance of care into sharp
focus – whether it be healthcare, self-care, care and repair of our belongings, or
care for cultures and customs. They have also caused new migratory patterns, as
people turn their back on crowded cities, flee the effects of climate change, or
establish intergenerational homes to care for loved ones. As a result, collectives are
becoming more important as a source of support, security and a sense of meaning.
In 2024, this great reorientation will fuel demand for flexible, multipurpose and ʻgo
anywhereʼ products that are made for – or inspired by – nomadic lifestyles, both
traditional and contemporary. Home will also remain important as a sentiment as
well as a place, with designs and experiences that can recreate familiar comforts in
any setting. Healing and haptic materials, mood-boosting colours and earthy
textures will connect us back to nature, and previously marginalised voices and old
traditions will be raised up with respect, and a recognition that there is unity and
strength in diversity.
Recent years have exposed shortcomings in the way our world works, but just like
the Japanese art of kintsugi, people will be finding new, more communal ways to fill
the cracks, devising systems for creating and conserving products that are healthier
for people and the planet.
Eye/Loewe/Nature/Hypebeast
Keywords : circular design, calming, curated, home-proud, utility meets technology,
restorative, foulard nomad, global explorer, awe sentiment, educational graphics

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Methodolog y
WGSNʼs 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 Care Culture relates to our broader forecas t themes for 2024:

STEPIC p illars : Society, Politics

Future Dr ivers 2024: The Caring Economy, New Narratives
Future Innovations 2024: Living With Intent, Home-Making, Contemporary
Commons, Cultural Power
Big Ideas 2024: Care-Taking, People-Power Shi s

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Colour
Care Culture A/W 23/24
 

Bringing together colours that signify the benefits

16-1422 TCX

19-5421 TCX

15-0956 TCX

19-1016 TCX

19-3424 TCX

19-1934 TCX
of connecting with nature and hues that are key to
the wellness industry, this palette fuses
enriched, burnished brights like Carambola,

Cranberry Juice
Dusted Grape
Candied Orange and Dusted Grape with so er,

Italian Clay

Carambola
Malachite

Dark Oak
more neutral mid-tones like Ginger Biscuit and
Italian Clay, all against a backdrop of Dark Oak,
Marine Teal and Black.

008-26-26
036-74-35
022-62-16

078-33-24

017-23-07

143-36-17
18-1250 TCX

16-1164 TCX

14-4123 TCX

19-4540 TCX

17-5104 TCX

19-4203 TCX
Candied Orange
Ginger Biscuit

Circular Grey
Glacial Blue

Marine Teal

Black
000-64-00
022-40-26

095-32-22
026-58-35

153-19-00
112-75-11
* All colour names are speci c to WGSN

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Awe walk
The concep t: evolving from the outdoor
boom, people are enjoying refreshing
moments of awe in strolls and hiking, and
enjoying an anxiety detox with a slower pace of
life. It's about feeling your feet on the ground
and admiring and respecting nature.
Des ign direction: focus on an appreciation of
nature and emphasise humble sentiments by
reducing graphics to their simplest form. Opt
Aimé Leon Dore
for nature novelty scenics, linear trail paths,
mountain outlines and footprints as key motifs INXX
for this theme. For slogan graphics, take a
soulful approach to express gratitude and self- Chinese streetwear label INXX
reflection. incorporates mountain-
inspired lines to reimagine a
Relevant for: knitwear, jackets, outerwear, stripe pattern for a refreshing
@highsnobietystyle
activewear, graphic tees, sweatshirts, outdoor look

accessories

Carnan

KAWS x The North Face INXX @vibram

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Utility branding
The concep t: expect the comeback of utility
placement prints and labels, evolving from the
trend for # Infographics. This retro style
expands informative branding to basic items,
whether it be using industrial aesthetics or
combining technology for communication.
Brands like MCQ and Pangaia are leading this
trend by using labels that link to a digital
identity with traceable supply chain details. OAMC

Innovation: with consumers growing more

conscious about garment care and repair, @mcq
product lifecycle and circularity will be more
important in 2024. Invest in a digital labelling The tech-integrated NFC label
system that shares the origin, sustainability by MCQ uses blockchain
technology for authenticity
credentials, recyclability and repair options via @semoh_of cial
and post-supplier traceability
a scannable QR code or NFC tag.
Relevant for: digital fashion, tees, sweatshirts,
bottoms, loungewear, sportswear, accessories

@mygeworld

@pandco

Utility typefaces return in this direction, offering a clean

The Wasted Collective FUTUREVVORLD
aesthetic

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Foulard nomad
The concep t: nomadic lifestyles will lead to
the rising popularity of flexible and
multipurpose designs. Appealing to both the
minimalist and the lover of cra and culture,
delicate foulard is combined with outerwear to
serve the 'go anywhere' consumer. South2 West8

App lication & technique: these versatile

patterns are ideal for elevating basic
silhouettes and modular designs that aid
disassembly and recycling at the end of the
product's lifecycle. Apply to reversible and
@gort_shop @children_of_the_discordance
detachable items to promote multi-wear, which
is ideal for quilted styles. Consider embroidery
and jacquard as alternatives for heavyweight
@scotch_soda
winter items.
Sus tainability: utilise deadstock or recycle Foulard patterns work for both all-over
bandanas and handkerchiefs for patchwork maximalism and stripped-back tiny repeats,
which bring sophistication to men's separates
application, which also avoids cultural
appropriation when designing with historical
patterns like # paisley.
Relevant for: shirting, jackets, outerwear,
fleece, bottoms, so accessories

@mcq @calee_of cial Needles

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Take a trip
The concep t: with travel back on the agenda
a er lockdowns, consumers are longing for
deep connection with people, exploring
diverse cultures along the journey. Expect cars
and vans to be the key motifs as road trips lead
the slow travel trend. @blackeyepatch

Des ign direction: use light-hearted

illustrations with a cheerful palette to
celebrate the travelling mood. Be mindful of
the cultural implications of referencing
localised themes, and collaborate with artists
from different cities for exclusive items that @sean_wotherspoon @houseofsunnyman

share their cultural values and lifestyles. Make

sure to give back a portion of your profits to
Bed J.W. Ford
support the community.
Relevant for: cut-and-sew, shirts, shackets and Use map motifs as an informative element, to
jackets, workwear, denim, outerwear, knitwear, present the geographic features of a
destination, and to add interest to graphics
accessories, lifestyle products thanks to their irregular forms

@dailypaper A Lot Studio A Kind of Guise

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Library studies
The concep t: cultural shi s in attitudes
towards education lead to the appreciation of
knowledge. A er prolonged lockdowns, Gen Z
is yearning for in-person learning at the library,
evoking nostalgia for the joy of studying and
reading, with the popular TikTok book club
# BookTok as one of the key drivers. This Numero 00

direction is a must-have update of academic and

# NewPrep styles to celebrate old-school
learning.
Des ign direction: focus on a relaxing and fun @theneworiginals.eu @nothinspecialnyc
study atmosphere – think retro textbook-
inspired graphics. Take inspiration from word
puzzles and the aesthetic of citation styles and
dictionary layouts to reimagine branding and
slogans in a playful way. @oamc_of cial

Relevant for: loungewear, cut-and-sew, shirts,

sweats, knits, jackets, socks, accessories,
lifestyle products

@guacawole Stella McCartney @xxxmeganexxx

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Relax and restore
The concep t: society is appreciating the
importance of self-care, with rest and
relaxation becoming essential solutions to
coping with burnout. Sleeping and napping are
no longer seen as laziness, but as a ritual for
digital detox and promoting productivity.
@teaaalexis
Des ign direction: expect clouds to be a key
motif for depicting calming dreams. Take a
tongue-in-cheek tone to refresh
# SentenceSlogans on basics and loungewear.
Sus tainability: prioritise Oeko-Tex-certified @mcq @perksandmini

water-based inks, and print on undyed FSC-

certified cellulosics for less environmental
impact and recyclability. Show you care by
giving back a portion of profits to mental
health trusts. @fmacm_of cial

Relevant for: graphic tees, sweatshirts,

loungewear, knits, jackets, accessories

@romanticcrown_seoul UMAMIISM @re nery29uk

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Back to earth
The concep t: as consumers aim to leave no
ecological impact behind, botanical prints that
promote circularity, both aesthetically and in
manufacturing, will move into the mainstream.
For florals, take inspiration from the o en
overlooked decaying process, admiring the
beauty of natural lifecycles and A Kind of Guise

# biodegradable design.
Sus tainability: opt for traditional cra s that
use natural materials to deepen this message.
Partner with artisanal communities that @tjetakdedaunan

preserve hand-stamped batik prints and

The traditional Indonesian eco-print of batik preserves the
natural dyes using block-printing.
natural form of found leaves, and also appreciates the natural
Alternatively, print natural dyes on colour changes after the process of leaf pressing and steaming @ladmusician

biodegradable fabrics. Extend circularity

beyond apparel into labelling and packaging, @fermental_health
use plantable seed paper to offer a
regenerative product. Artist Sean Roy Parker (@fermental_health)
repurposes wild plant and organic
Relevant for: shirts, trousers, graphic tees, ingredients like turmeric and onion skins as
sweatshirts, knits, accessories eco-dyes, which reduce environmental
impact during production

@solitude.studios Bosie Agender @isabelmarant

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Home-proud
The concep t: home remains important as it
continues to be both a workspace and a
playground for consumers, who are taking
pride in their sentimental surroundings, and in
making and repairing their furnishings. This
direction evolves the # HomeHub trend with
DIY passion. @biancachandon

Des ign direction: tap into the interiors boom,

and expect chairs and furnishing tools to be
key motifs. Brands like Brain Dead, Readymade
and Tell Your Children are leading this trend by @tellyourchildren @wearebraindead
featuring construction-inspired and furniture
graphics.
Collaborate with makers and furniture
designers for a capsule collection, and
consider designing with DIY instructions and @deva_states

portraying the making of the product.

Relevant for: graphic tees, sweatshirts,
jackets, workwear, denim, knitwear,
accessories, lifestyle and interiors

Loom Osaka Magma Online @lo _store

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1 234
Action points

Buy into purposeful designs for Use calming graphics to chime Prioritise sustainable printing  Design for recyclability
utility with consumer sentiments

Focus on thoughtful prints and graphics Consumers want to feel cosy and calm As consumers grow more conscious Circularity and recyclability are
that chime with post-pandemic a er unsettling times. Add deeper about sustainability, adopt printing imperative, with impending legislations
lifestyles. Invest in technical utility meaning and value to wellbeing or self- techniques that are eco-friendly and on the horizon. As recycling plants
branding and versatile foulard patterns, care themes, and focus on resting and minimise environmental impact. Opt for currently favour mono-materials, begin
which both champion multi-use designs moments of awe to update core basics Oeko-Tex-certified water-based inks for to explore other means of applying
and elevate basics with longevity and leisure styles, using calming prints graphics, and work with artisanal graphics to avoid the use of heavy inks
and restorative graphics communities who preserve age-old and chemicals – think jacquards, self-
natural dyes using block-printing colour appliqués and embroidery

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In uences

@thewastedcollective @iritdulman @thenapministry @rheestudio @againstmedicaladviceny

Wasted Collective Irit Dulman The Nap Ministry Home-Making Against Medical Advice

Focusing on utility design, the The Tel Aviv-based artist The Atlanta-based organisation Home-Making is one of the Tapping into the appreciation for
sustainable brand based in LA collects plants outdoors and is a Black-founded community themes in our Future medical education, this brand is
and Bali creates timeless prints them on fabric. She that promotes the power of Innovations 2024 forecast. As a one to watch for our Library
products from recycled shares her passion and eco-print naps through nap events, writing new generation of home-makers Studies direction. New York-
materials and cra techniques. techniques through online workshops, and lectures. To emerges, products that fit into based designer and nurse Wole
Its one-of-a-kind ReCra classes and workshops, support spiritual practices, they interiors will be key areas to Olosunde draws inspiration from
products are made from organised worldwide. curated Spotify playlists for explore for fashion brands. human anatomy to create playful
deconstructed secondhand healing, daydreaming and graphics for youth and
garments, giving items a new grieving. streetwear styles.
life.

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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 Kexin Zhang, Fashion Editor, WGSN Afr ica
Helen Palmer, Head of Materials and Graphics China Raeesa Brey, Researcher
Textiles Graham Krag, Strategist, Prints and Lupi Yao, Trend Director, WGSN China Amer icas
Sara Maggioni, Head of Womenswear Graphics Ying Sun, Editor, WGSN China Sofia Martellini, Strategist, Youth and
Nick Paget, Senior Strategist, Menswear Charlotte Casey, Senior Strategist, Sara Cai, Insight Editor, WGSN China Womenswear
Knitwear
Erin Rechner, Head of Kidswear Yvonne Lei, Localisation Manager, Isabela Bez, Content Consultant, WGSN
Olivia Barnes, Analyst, Materials,
WGSN China
Jane Collins, Senior Strategist, Footwear Textiles and Knitwear Gustavo Cereja, Content Executive,
and Accessories Dawn Sun, Localisation Editor, WGSN LATAM
Contr ibutors
China
Gemma Riberti, Head of Interiors Natalia Vargas, Client Services Analyst
APAC
Xiaonan Li, Localisation Editor, WGSN
Reiko Morrison, Head of CMF, WGSN Aus tralia and New Zealand
Consumer Tech Anastasia Sinjiashvili, Production Lead China
Yianni Giovanoglou, Client Services
Alison Ho, Consumer Researcher
Yvonne Kostiak, Senior Strategist, Active Qian Wang, Localisation Editor, WGSN Specialist
Charlotte Browning, Strategist, Active Wingo Xue, Fashion Editor, WGSN China China
Kelly Lai, 3D CAD Technician Jessica Jiang, Fashion Editor, WGSN
China

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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 three Forecast trends that will shape the
world in 2024.

STEPIC Future Drivers Future Innovations Big Ideas Forecasts

Living With Intent

The Caring Economy Care Taking

Home-Making

Society
Two-Faced Tech

The Everything Net Fluid States

It's All Real Care Culture

Technology

Multi-Species Thinking

Planet Provocation Provoking Protopias

Environment
Designing Protopias

NatureVerse
Contemporary Commons
Politics
New Narratives People-Power Shifts

Cultural Power

Industry
No to ‘Normal’ Creative Reset
Direct to Essentials Democra-sized

Subtracting Adds Value

Creativity

Collective Intelligence
The Case for Creativity Code-Breaking

15 Energised!
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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