Women's Prints & Graphics

Forecast S/S 26: Extra-

Ordinary
This trend gives the mundane fashion status that will
transcend seasons. Nu-normcore inspires everyday objects
in graphics while classic stripes and geometrics are
reinvented

Hannah Watkins
08.16.24 - 10 minutes

@rich_mnisi
Introduction
The ordinary becomes extraordinary in this theme, which celebrates simple
upgrades, stripped-back processes and resourceful repurposing to create
adaptable products with long-lasting appeal.

STEPIC pillars: Technology, Industry

Evolution of: Intelligent Simplicity A/W 25/26
Product direction: Extra-Ordinary champions the virtues and efficiencies of honing
what we have rather than making new things – it’s all about reformulating rather than
recreating, underpinned by the mantra that everything should have a clear purpose.
This theme skews towards time-tested classics and better-quality basics, with updates in
the form of tweaks and modular add-ons. Extra-Ordinary also champions circular
products that can be easily deconstructed and reconstructed, as well as designs that
disappear, whether it be products that consumers can pack away when not in use, items
that blend into their background or materials that biodegrade. The focus on shape-
shifting products, materials and textures will give rise to repurposing waste in more
decorative ways and tech-influenced, softly futuristic aesthetics.
What’s driving this? Technology will help solve one of our biggest problems: how do we
make more with less for a growing global population? We will strip away the
superfluous, use waste in novel ways and adopt innovations that enable more precise
personalisation. While the urge to simplify might read as minimalism, this theme is
more about peeling away the extraneous to highlight more warmth, sophistication and
humanity in the things we consume.
Future Consumer profiles: Impartialists, Synergists, Autonomists @juandedios

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STEPIC at a glance
STEPIC (society, technology, environment, politics, industry, creativity) is WGSN’s proprietary forecast
framework for identifying and tracking trends. Extra-Ordinary expands on the following themes from our
2026 macro forecasts.

Sojo New Mystics Deathtostock Conserving Beauty Champion

STEPIC Innovations 2026: Industry STEPIC Innovations 2026: Technology STEPIC Drivers 2026: Industry STEPIC Innovations 2026: Industry Big Ideas 2026: Industry

Long-Term Lifespans Human-Tech Symbiosis Polarised Consumption Designed to Disappear Scaled to Fit
Brands will double down on The expansion of virtual worlds As political and economic Innovations in coatings, In an increasingly polarised
repair, reuse and upgrade and AI will create a more divisions grow, consumers’ materials and formulations will world, it’s no longer feasible to
strategies as demand grows for complementary relationship values will drive their spending enable products to leave zero be all things to all people.
items that last longer and are between people and tech, giving power. More people will choose trace. As businesses and Businesses need to weigh
better for people and the planet. rise to humans enhanced by ethics over aesthetics, so consumers adjust to the end of competing factors and commit
Creating products on a longer automation and automated companies need to understand resource abundance, we will more wholly to their course of
timeframe and accounting for systems programmed to be more and align with changing focus on packaging and products action, scaling to fit the priorities
their afterlife will be a business- like humans. The line between mindsets to grow market share. that are designed to disappear of their market and the planet.
critical consideration. virtual and physical will become after their use.
more blurred.

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Colour

047-82-01

159-77-06

048-90-17

010-36-27

023-61-36

114-57-24
Extra-Ordinary S/S 26

Celestial Yellow
This is an edit of the Extra-Ordinary colour

Solar Orange

Tranquil Blue
Robust Red
Digital Mist

Pink Frost
palette for the womenswear category. Soothing
pastels like Celestial Yellow, Digital Mist and
Pink Frost will work equally well for soft future-

13-4303 TCX

13-2803 TCX

19-1655 TCX

16-1359 TCX

17-4139 TCX
11-0618 TCX
leaning stories and NormCore ranges. Greyed
and sanded neutrals provide a solid core for a
contemporary take on tailoring, while confident
brights such as Solar Orange and Tranquil Blue
lift the palette.

033-54-20

034-75-11

024-21-05

030-37-02

037-93-00

153-19-00
Ground Coffee
Dusted Ochre

Classic `Beige

Robust Grey

Optic White

Black
18-0403 TCX

19-4203 TCX
11-4800 TCX
19-1109 TCX
15-1217 TCX
17-1129 TCX

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Playful Resort
The concept: refresh resortwear with bold, fun
prints that transition wearers from the beach to
a bar to their bed. As value-seeking travellers
favour cabin-size luggage, adaptable items with
prints that cater to all scenarios will be in
demand.
@theelderstatesman
Design direction: turn nautical motifs like
waves, rope knots, polka dots and Breton stripes
into graphic two-colour prints. Apply this
direction to #MultiFunctionalDesigns or
#Reversible items. Cangas that transform from @colville_official @msgm
towels into dresses, tops and skirts will be key,
alongside printed sleep and loungewear that
crosses into travelwear.
Sustainability: promote versatile designs,
which negate the need to buy more. Use water- Verner

based inks and explore onshore digital printing.

Ones to watch: Lone Star Daughters’ (UK) Day-J
range of relaxed silhouettes and effortless
prints “provide the perfect antidote to sad old
sweat sets”.
Relevant for: tops, T-shirt graphics, sweaters,
dresses, trousers, matching sets, resort wear,
swimwear, activewear.
@dusendusen @sanse_rio @lonestarmumma

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Nu-normcore
The concept: the set design of the TV series
Severance and the office cubicle backdrops of
Prada’s A/W 24/25 show signals the start of a
new NormCore. This evolves A/W 25/26’s
Subverted Officewear story with a reference to
2010 Nostalgia. As Gen Z identify themselves by
Creative Femininity
interests rather than job titles, youth brands
should align graphics with niche hobbies as the
new Nerd Culture.
Design direction: make mundane items, lo-fi
tech and daily routines the focus for graphics, @leje.official @abra_now
from morning coffee rituals to office stationery.
For Gen Z, focus on hobbies such as chess clubs
or reading parties. Photo prints will work best.
Turn objects into grid indexes for directional
looks, as seen at French label Jacquemus. WGSN Original Image / Lisa Milroy

Sustainability: choose onshore digital printing

to rapidly test small product runs before
repeating to react to trends. Alternatively, offer
personalised prints so consumers can feature
their objects.
Relevant for: T-shirt graphics, shirts,
sweatshirts, soft accessories, denim, socks.

@hey_soho @jacquemus Constança Entrudo

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Shape Shifting
The concept: as cited in the Human-Tech
Symbiosis STEPIC theme, tech will continue to
blend with our daily lives. This blurring of
worlds will extend to our dreams, as wearable
neurotech devices such as the Prophetic AI
Halo induce lucid dreams. Use AI-inspired
(empty)
Rainbow Ombrés and mesmerising patterns for
ethereal prints. Following on from Digital Real,
#SoftFocus effects will refresh geometrics.
Design direction: merge Glowing Pastels with
unexpected shapes, wiggles and landscapes. @rabens_saloner @evaraeofficial
Turn stripes into prismatic looks. Soften and
blur edges for a more wearable design. Use
sweeping colour to mimic movement for
activewear.
Sustainability: partner prints with plant-based @abdussalaamart

glitters or bio-based sequins.

Ones to watch: Cape Town-born artist Abdus
Salaam is a key collaborator.
Colour: include S/S 26’s Mystic pastels such as
Pink Frost and Celestial Yellow.
Relevant for: tops, dresses, trousers, matching
sets, intimates, swimwear, activewear, socks,
digital fashion.
Jive Surf @oliviavonhalle TAN LIИE

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Non-Sense Slogans
The concept: overwhelmed by political and
sustainable crises, consumers will seek
escapism through nonsensical slogans. Evolve
#SentenceSlogans into fun, ironic and absurd
statements for IYKYK appeal.
Design direction: choose offbeat placements,
@goodparknyc
scrambled lettering, layered looks and mixed-
type faces.
Sustainability: use carbon-capturing AIR-INK
or algae-based Living Ink for black designs.
@alixhiggins @kiel.d.m
Ones to watch: graphic designer Kiel Danger
Mutschelknaus (US) has coded a motion design
tool to create hypnotic type layouts, ideal for a
personalised graphic tee range. UK-based artist
Corbin Shaw’s slogans combine football and
@corbinshaww
subculture and question masculinity.
Relevant for: T-shirt graphics, socks,
sweatshirts, denim, soft accessories.

@standupcomedytoo @corbinshaww @cmeocollective

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Seeking Simplicity
The concept: quiet prints will meet the demand
for items that last longer and transcend trends.
Acting as a commercial follow-on from plain
minimalism, distil motifs, graphics and prints
to their most essential.
Design direction: play with light and shadow,
@abigailevagoodwin_textiles and @booooooo_ram
tonal colours, blanked-out shapes and negative
space. This is a key update to florals, geometrics
and abstract prints.
Sustainability: use subtle mono-material
debossing and laser-cutting techniques to ease @christianwijnants @maryball_

recycling at the end-of-life stage.

Circularity: products Designed to Disappear
should become the norm. Check out microalgae
prints that dissolve in light by the German
@samsaracycleclub
designer Anne Marie Sust.
Colour: pair Celestial Yellow with Optic White
or Classic Beige with Dusted Ochre.
Relevant for: tops, dresses, intimates,
activewear, soft accessories.

Eikō Ai @odlyworkshop Inès Tahiri Alaoui

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Enriched classics
The concept: in line with our Long-Term
Lifespans STEPIC theme, consumers want
trends that will stand the test of time. Prints
need to feel special yet classic. Prioritise
timeless colours and quality.
Design direction: add a subtle surreal twist to
Rier
tried-and-tested perennials. On closer
inspection, prints should appear different to
initial perceptions. Blur animal skins, turn
geometrics into illusions and mask ditsies as
polka dots. Novelty #TrompeLoeil prints will Alberta Ferretti Giada
move into sophisticated territory via Faux
Fabrics to appeal to a broader audience.
Sustainability: replicate drapes and expensive
fabric with digital prints, which are a more
sustainable and cost-effective alternative to the @sophie.gontard

real thing.
Ones to watch: French designer Sophie Gontard
uses quilting to imitate a cable knit while
British artist Charlotte Edey uses paint to
replicate fabric details.
Relevant for: all categories.

@palet.company @edey_ WGSN Original Image / Enzo Mari

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Branding 2.0
The concept: after several seasons of subtle
logos, brands will get braver and move to
#NotSoQuietBranding, drawing inspiration
from utility looks to remain timeless. The 2024
Olympic uniforms and the return to NormCore
influence this shift.
@presentandcorrect
Design direction: tap into Gen Z’s demand for
transparency and traceability with logos that
reveal what the item is made of, where it was
made and by whom, alongside instructions on
extending its life. Graphics should be type- @greyhoundoriginal @leftonfriday
heavy and devoid of detail.
Application and technique: get creative with
unexpected placements. Use #LogoPlay to add
interest to minimalist looks.
@rokhofficial
Sustainability: adopt a no-waste approach by
using offcuts for labels.
Relevant for: all categories.

@shapnhr @constant_practice @matinkim_magazine

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Lenticular Stripes
The concept: stripes will make a resounding
comeback thanks to their classic appeal and
ability to add a statement to any ensemble.
Champion the humble print and amplify its
impact.
Design direction: opt for dizzying illusions,
@biancasaunders_
layered and textural looks in many colours.
Turn favoured florals into spliced stripes for
older demographics, as exemplified by Indian
brand Lovebirds.
Application and technique: pair printed stripes @missoni @deloretaofficial

with #Ribs and pleats to emphasise movement

and undulating forms. Use vertical stripes for
flattering fits.
Relevant for: tops, dresses, trousers, matching
Bayne Peterson
sets, jackets, activewear.

@lovebirds.studio Laura Cangussu @moooicarpets

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1 2 3
Action points

Invest in lower-impact printing Look to the mundane to drive branding and Embrace quieter prints and graphics
graphics

Bring printing onshore, particularly digital printing, Appeal to Gen Z’s debunking of mass hi-tech products Focus on simplified motifs, from dots and dashes to
where you can create small runs to test trends. Offer (check out The Dumb Tech Revival). Follow stripes and blanked-out florals. Take a similar stance to
personalised prints to reduce the risk of #TrendingTikTok to reflect niche key icon trends. For graphics via unfussy designs. This will act as a
overproduction. However, not everything has to be branding, draw inspiration from utility logos and go commercial stepping stone away from plain
printed. Incorporate mono-material techniques such as text-heavy, as consumers want to know the ins and outs minimalism while creating designs that will last for
debossing or laser-cutting to remove inks and increase of products seasons
recyclability

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WGSN trend matrix 2026 – Extra-Ordinary
Mapping the continuity between the themes covered in our STEPIC Drivers, STEPIC Innovations, Big Ideas
and Product Forecasts.

STEPIC STEPIC Drivers STEPIC Innovations Big Ideas A/W 25/26 S/S 26
Forecast Forecast
Old Answers to New Questions
The Age
Design for Need
Spectrum
Life-Stage Design

Society
Human-Tech Symbiosis
Intentional Tech Optimised Efficiency
AI for Good Re/Generations Replenish
Technology

Bio-Industrial Revolution
Eco-Accountability Acceleration Point
Environment
Fluid Ecologies
Intelligent
Extra-Ordinary
Simplicity
Fresh Perspectives
Politics Geopolitical
Tensions New Pathways
Rebellious Resistance

Industry
Long-Term Lifespans Alt-Optimism Playful Paradox
Polarised
Scaled to Fit
Consumption
Designed to Disappear
Creativity
Multisensory Interfaces
World-Building Feel Appeal
Glimmers

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WGSN forecast schedule 2026

STEPIC STEPIC Big Future Personas/Product Product

Drivers Innovations Ideas Consumer Opportunities Forecasts

The six global macro The 12 areas of innovation STEPIC Drivers and STEPIC The key consumer The Future Consumer Design directions for each
drivers that will shape that will lead transformation Innovations contextualised sentiments and profiles profiles contextualised for industry and product
2026, and strategies across industries in 2026, for the fashion, beauty, that will disrupt the beauty, food and drink, category, with more than
for success and their implications for interiors, food and drink, industries in 2026 consumer tech and 80 reports throughout the
business, culture and design and consumer tech interiors industries year across WGSN
industries

Business Strategy Business & Product Strategy Product Strategy Business & Consumer Strategy Consumer Strategy Product Strategy
Insight Insight, Fashion, Beauty, Interiors, Fashion, Beauty, Interiors, Food Insight Beauty, Food & Drink, Fashion, Beauty, Interiors,
Food & Drink, Consumer Tech & Drink, Consumer Tech Consumer Tech, Interiors Food & Drink, Consumer Tech

November 2023 November 2023 December 2023-January 2024 January 2024 January 2024-February 2024 November 2023-September 2024

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Contributors
Fashion forecasting team Yvonne Kostiak, Head of Active Jane Collins, Head of Footwear &
Charlie Bardsley, Strategist, Active Accessories
Helen Palmer, Head of Materials,
Knitwear & Textiles Susie Draffan, Senior Strategist, Denim Ana Correa, Strategist, Footwear &
Accessories
Charlotte Casey, Senior Strategist, Nick Paget, Senior Strategist, Menswear
Knitwear Lucila Saldana, Strategist, Footwear &
Isaiah Isaac, Strategist, Menswear Accessories
Nicole Ajimal, Strategist, Materials
Hannah Watkins, Head of Prints & Emma Lawrie, Strategist, Footwear &
Victoria Bulmer, Strategist, Materials Graphics Accessories
Sofia Martellini, Senior Strategist, Fanny Chow, Strategist, Prints & Urangoo Samba, Head of Colour
Womenswear Graphics
Emily McCarthy, Strategist, Colour
Kim Cupido, Senior Strategist, Erin Rechner, Head of Kidswear
Womenswear Mia Jacobs, Strategist, Youth
Allison Goodfellow-Ash, Strategist,
Sithandiwe Khumalo, Strategist, Kidswear Jaeyeon Park, Strategist, Youth
Womenswear Rebecca Saygi, Strategist, Swimwear
Sara Maggioni, Head of Womenswear Jo Lynch, Strategist, Intimates

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