Product Forecast

Men's Prints & Graphics

Forecast A/W 23/24:
Creative Reset
Creative Reset champions design ingenuity as a solution to
global challenges. Inclusivity, sustainability and
exuberance will be key themes for menʼs prints and
graphics

Fanny Chow
02.27.22 · 11 minutes

Outsiders Division
Creative Reset: introduction
Minimalist and ef cient designs will be coupled with a sense of fun, and fun will
be coupled with serious intent, as designers and brands align their creativity
with a greater sense of purpose.

The chaos of the past two years has seen creativity valued anew, both as a salve for
stress and a solution for complex problems. By 2024 it will be an essential tool for
businesses to adapt and succeed in a world of monumental challenges and
opportunities.
The next two years will see more consumers downsizing with a ʻjust enoughʼ
approach to money and belongings, and more brands ʻdemocra-sizingʼ with
personalised products and services that reduce waste, as mass customisation
becomes more accessible and affordable. Creative curiosity and lateral thinking will
be championed as business strategies, and unexpected collaborations will lead to
unique outcomes that break preconceived codes. Uncertainty and discovery will be
embraced as necessary sparks in the design process, and human, natural and
artificial intelligence will be recognised as equally important and increasingly
interconnected.
In this era of intentional creativity, designers will work collaboratively with other
professions, honing their ingenuity to make simpler and smarter products and
services. As the writer Kim Bellard puts it: “To add is expected, to subtract is to
design.” Designers will also be treating joy as an ʻactive ingredientʼ in their products –
not as a novelty, but as a way to bring positivity into the everyday. Indeed, happiness
will be more widely viewed as a KPI, necessary for the health, prosperity and Bethany Williams
resilience of people, businesses, and ultimately the planet.
Keywords : artful, dopamine-inducing, inclusive slogans, nerdcore, childhood
nostalgia, jigsaw geometrics, emotive statements, playful designs

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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 Creative Res et 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 ʻNormalʼ, Subtracting Adds Value, Collective
Intelligence, Energised!
Big Ideas 2024: Democra-sized, Code-Breaking

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Men's Colour
Creative Reset A/W 23/24

Gaming, digital art and nightclubbing inspire a

16-0928 TCX

16-1164 TCX

19-4326 TCX

18-2436 TCX

18-3737 TCX

15-0545 TCX
fantastical, inclusive palette of exuberant brights
and powerful darks. While Black and Crimson
provide an intense backdrop, Luminous Pink and

Candied Orange

Luminous Pink

Liquid Lime
Liquid Lime bounce off Optic White for a sporty,

Violet Light
Parchment

Oceanic
lively feel, hinting at the new worlds to be found
in the metaverse

026-58-35

098-26-13

060-71-33
134-42-26
031-63-17

154-51-37
19-4203 TCX

18-1657 TCX

17-4139 TCX

17-5104 TCX

11-4800 TCX

15-3716 TCX

Digital Lavender
Circular Grey
Tranquil Blue

Optic White
Crimson
Black

000-64-00

037-93-00
010-38-36
153-19-00

134-67-16
114-57-24
* All colour names are speci c to WGSN

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Pepped-up perennials
The concep t: maximalist designs echo post-
pandemic exuberance. Expect perennials to
take centre stage, and inject dopamine brights
into basic styles. This story will not only
appeal to value-conscious consumers who
seek timeless items to last for seasons, but
also to youth's desire for day-to-night party @cecierlich

essentials.
Des ign direction: refresh checks, stripes and
dots with a playful spectrum of colour. Buy into
overlaid patterns, variegated stripes and @outsidersdivision @rich_mnisi
asymmetrical designs to add interest.
Sus tainability: with an abundance of perennial
prints in the archive, use deadstock or
overprint on existing prints. Look to source
deadstock from online marketplaces such as @garconstudio

Queen of Raw, Amo Threads and SwatchOn.

Relevant for: tops, shirts, tailoring, jackets,
knitwear, tees, sweaters, matching sets,
accessories

@marrakshi.life Pitti Uomo @awakenewyorkclothing

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Modular geometry
The concep t: bold building-block repeats are
the new staple to move on from
# checkerboards, ushering in the rise of
# TessellatingGeos. Expect this to be a safe buy
in 2024 to refresh smart-casual and
# workleisure styles.
Henrik Vibskov
Des ign direction: focus on spliced shapes and
haphazard jigsaw repeats, and stick to a classic
workwear palette of navy and neutrals for
widespread appeal.
Branding: thanks to the modularity of this Byborre @labrumlondon

direction, it's ideal to update the # monogram

trend with a contemporary aesthetic. Use
initials and logos to create repeats, and use
small-scale designs to add sophistication.
@knitwearlab
Ones to watch: check out French artist Jean
Edelbluth and Norwegian Arild Askeland for a
potential collaboration.
Relevant for: tailoring, smart shirting, smart
accessories, cardigans, knitwear

Publish Scotch & Soda OAMC

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Art gallery
the concep t: #ArtInFashion will remain
influential as a rise of collaborations between
sportswear brands and artists pushes this
direction to a new audience. Art-led designs
will be prevalent across the athleisure and
youth markets. Key drivers include the four-
year partnership between Uniqlo and The
Louvre Museum, and #ArtAcademia on TikTok @nakayamashinichi

(with over 2.2m views).

Branding: partner with a gallery or museum
for an anniversary capsule to elevate and @hypebeaststyle

exhibit your iconic designs from the archives.

The Uniqlo x Louvre project launched an additional
Launch with exclusive matching items as value-
collaboration with Japanese artist Yu Nagaba, bridging heritage
market consumers buy into familiarity and with contemporary art for basic styles and homewares @theneworiginals.eu

rarity.
Merchandis ing: as this direction correlates
with galleries, tap into interiors by launching
matching lifestyle and home products. @fmacm_of cial

Relevant for: graphic tees, sweatshirts,

Expect art frames to be a key motif in this
sportswear, jackets, loungewear, accessories, direction
lifestyle products

@bas.boi

Work with emerging artists on

#CreativeCollabs to bring a
new twist to your existing @lokalmaterial
Oilworks Store branding

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Inclusive type
The concep t: typography is being redesigned
as diversity and inclusion are recognised as
essential considerations in all design practices.
Designers are avoiding stereotypes of gender
binary, and exploring inclusive typefaces that
speak to all. Beyond gender, expect the rise of
a diverse use of languages, which speak to VTMNTS

broader consumers.
Ones to watch: graphic designers such as
Rome-based Beatrice Caciotti and Brooklyn-
based Sarah Gephart are leading the gender- Stradivarius PALETTE art alive
inclusive direction.
Des ign direction: opt for a neutral typeface
that's a hybrid of serif and sans serif, with a
fluid aesthetic. Consider collaborating
innovative graphic designers to create
multilingual fonts and slogans that could be @tessaforrest

used on packaging and branding.

Relevant for: tees, sweaters, knitwear, gender-
inclusive ranges, packaging, branding

@ailledesign

Canadian brand Aille reimagined beadwork to add Braille for

this shirt, created in collaboration with people with visual @cpfmnews
@lazyoaf
impairment

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Play-Doh forms
The concep t: # JoyfulExpression continues to
be a key focus, as consumers favour dopamine-
inducing designs. Designers reimagine prints
and graphics in curvaceous shapes, wiggles
and swirls, featuring a child-like naivety with a
sense of fun. This story also evolves artistic
painterly prints and #AbstractCamo with solid @vitacochran

and blunt forms.

Ones to watch: London-based designer
Bethany Williams and American brand
KidSuper are leading this trend. Walter Van Beirendonck Outsiders Division

Sus tainability: thanks to the fluid aesthetic,

this story is an ideal opportunity to use fabric
offcuts as appliqués. Otherwise, when applying
intarsia for knits, ensure itʼs mono-material,
which is preferred by recycling plants, to @cindy_kutikova

increase garment circularity.

Relevant for: cut-and-sew, knitwear, denim,
outerwear, fleece, swimwear, activewear,
accessories

KidSuper Bethany Williams @carnebollente

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Signs and symbols
The concep t: evolving last season's
Information Overload trend, designers focus
on signs and symbols as a universal language
to speak to all. # BlackAndWhite is key here,
adding a graphic stamp to infographics. This is a
great opportunity to partner with an emerging @loveless___of cial

graphic designer for a capsule collection to

Emotionally Unavailable x Squid Game
elevate basics.
released a series of merch on Net ix's store,
Des ign direction: experiment with replacing featuring revamped branding that
incorporated symbols from the TV show
letters with signs and symbols in branding and
slogans to add an element of hidden or
personalised messaging. Start with a less-is-
more mindset, as consumers bypass confusing
designs in favour of simplicity. Avoid using @david.gobber Street Style

symbols that could relate to a specific religion

or culture to steer clear of appropriation.
Relevant for: graphic tees, sweatshirts, shirts,
knitwear, bottoms, jackets, accessories
@actual_source

@elisavanjoolen

Amsterdam artist Elisa van Joolen created a tape system to

map the connection between a garment's origin, production,
@extravitamins @how___studio
materials, ownership and emotional value

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Nerdcore
The concep t: nerds and geeks are celebrated
in this direction, inspired by the boom in
tabletop gaming and online streaming during
the pandemic. Fandom pride inspires a
nostalgic throwback in fashion, with tees and
sweatshirts as key items, offering a licensing
opportunity for youth and gi ing.
Des ign direction: expect the mid-80s to mid- INXX
00s to be a key print and graphic driver for A/W
Incorporate dices, meeples and pawns as key
23/24, as consumers find comfort in nostalgia.
motifs for tabletop game themes
Opt for retro cartoons and illustrations as they TYC x Carrots
are appealing to youth and # Kidult themes.
Expect wizards to be a key
Licens ing: look to traditional tabletop games,
motif for youth ranges, as
as well as upcoming fantasy and sci-fi genres called out in our Key Icons
such as the Dungeons & Dragons movie (2023) Prints & Graphics 2022: Youth
@5252byoioi
and award-winning novel The Three-Body & Kids report

Problem, which will be released as a Netflix

series and a succession of Chinese animation,
drama and film in 2023 and onwards.
Relevant for: tees, sweatshirts, knitwear, @sci. .fantasy

denim, loungewear, accessories, lifestyle

ranges

@wearebraindead

Net ix series Stranger Things brings 1980s

board game Dungeons & Dragons back into
Yamastore @silly_goods the mainstream

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Open slogans
The concep t: honest and sentimental slogans
will appeal to the youth market, as Gen Z buys
into designs that connect to emotions and self-
acceptance.
Des ign direction: focus on literal
# SentenceSlogans to tell a story. Opt for a @almaberrow
clean aesthetic and explore hidden placements
that unveil a message. Be conscious of your
demographic's context to create timely designs
that chime with their feelings. Collaborate with
charities that promote mental health and give @allcapstudio @icon.visions
back to support the community.
Sus tainability: create embroideries using the
same material fibres as the garment base for
greater recyclability. When printing black,
@mouthwsh
prioritise eco alternatives to swap out harmful
carbon black ink derived from petroleum.
Relevant for: tees, sweaters, knitwear, denim,
accessories, branding

@by__charlie @public.culture @thetroubleco

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1 234
Action points
Priorities playfulness
As consumers look to be entertained
post-pandemic, draw inspiration from
childhood nostalgia to bring newness
and sentiment to designs. Invest in fluid
Play-Doh-inspired forms and pepped-
up perennials to add interest to basic
styles
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Design for #inclusivity
Go beyond gender-inclusive silhouettes
and pick apart all aspects of design to
ensure you're not reinforcing gender
binaries. For branding and graphics, this
means exploring new typefaces that
speak to everyone
Buy into artful graphics
Make graphics that resonate with a new
appreciation of art, as decentralised
attitudes bring the high culture into the
mainstream for all. Focus on tees and
sweatshirts as a canvas, offering a great
opportunity for licensing and
collaboration
Celebrate self-acceptance
Besides # JoyfulExpression, it's vital to
tackle all those other sentiments
currently felt by consumers,
particularly for Gen Z, who tend to be
more emotionally open. Making the
uncool cool is the key for this season,
so invest in our Nerdcore and Open
Slogans trends, which offer an
effortless way to update basic items
In uences
@renzoandre__
The Case for Creativity
As a Future Driver for 2024, we'll
see consumers and brands
activate their right-brain
thinking, leading to the
realisation of new ideas,
products and artful
collaborations.
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@outsidersdivision
Outsiders Division
Inspired by cinema, art and
music, this Barcelona-based
brand is celebrating
# JoyfulExpression, imagination
and childhood nostalgia with
maximalist designs for
# Kidults who embrace a sense
of fun.
@samepaper
Same Paper
This Shanghai creative studio
works with graphic designers
and photographers for
publications and exhibitions that
speak to China's Gen Z market. It
has also launched a book-
inspired apparel project,
featuring playful designs.
Dinamo x Mouthwash
Dif cult Times x Mouthwash
This collaboration reimagines
the Difficult Times T-shirt, and
also comes with a social
purpose, supporting the
unemployed by donating profits
to a charity.
@chnge
CHNGE
This American brand ticks all the
boxes for the Creative Reset
trend, championing justice for
gender, race, mental health and
sustainability. Using slogans and
symbols to voice its messages,
it's one to watch for the youth
market.
WGSN’s forecasts are created by our global team of experts
Forecas t lead team
Helen Palmer, Head of Materials and
Textiles
Sara Maggioni, Head of Womenswear
Nick Paget, Senior Strategist, Menswear
Erin Rechner, Head of Kidswear
Jane Collins, Senior Strategist, Footwear
and Accessories
Gemma Riberti, Head of Interiors
Reiko Morrison, Head of CMF, WGSN
Consumer Tech
Yvonne Kostiak, Senior Strategist, Active
Charlotte Browning, Strategist, Active
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Hannah Watkins, Head of Prints and
Graphics
Graham Krag, Strategist, Prints and
Graphics
Charlotte Casey, Senior Strategist,
Knitwear
Olivia Barnes, Analyst, Materials,
Textiles and Knitwear
Contr ibutors
APAC
Anastasia Sinjiashvili, Production Lead
Alison Ho, Consumer Researcher
Wingo Xue, Fashion Editor, WGSN China
Kelly Lai, 3D CAD Technician
Kexin Zhang, Fashion Editor, WGSN
China
Lupi Yao, Trend Director, WGSN China
Ying Sun, Editor, WGSN China
Sara Cai, Insight Editor, WGSN China
Yvonne Lei, Localisation Manager,
WGSN China
Dawn Sun, Localisation Editor, WGSN
China
Xiaonan Li, Localisation Editor, WGSN
China
Qian Wang, Localisation Editor, WGSN
China
Jessica Jiang, Fashion Editor, WGSN
China
Afr ica
Raeesa Brey, Researcher
Amer icas
Sofia Martellini, Strategist, Youth and
Womenswear
Isabela Bez, Content Consultant, WGSN
Gustavo Cereja, Content Executive,
LATAM
Natalia Vargas, Client Services Analyst
Aus tralia and New Zealand
Yianni Giovanoglou, Client Services
Specialist
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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