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Prints Punch Up Women’s Premium Denim This Winter

There’s more to jeans than classic blue.

The past few seasons have seen an onslaught of deconstructed styles, color blocked denim and embellished jeans, all with the intention to give consumers new reasons to buy. This winter denim brands are responding with bold updates of classic patterns like animal prints, camouflage and tie-dye.

And printed denim is expected to pick up momentum in 2020, particularly digitally printing. The technique allow designers to add a jolt of color to denim, which remains a key selling point for Gen Z and millennial consumers, and a chance to replace logos with signature prints.

Here’s a look at how pure player denim brands like DL1961, Mavi and Levi’s are packing a punch with bold prints.

Into the wild

Denim designers are tapping into their animal instincts with cheetah, snake and zebra. While prints inspired by the animal kingdom have become modern neutrals in the women’s wear category, the motifs bring a youthful and punk-ish feeling to women’s skinny jeans, skirts and cropped jackets this winter. Metallic coatings and embellishments elevate the print to a whole new level.

Disappearing act

Camouflage prints blend flawlessly into Fall ’19 denim assortments chock-full of earthy colorways. The print lends itself well to ongoing streetwear, Dadcore and outdoor-inspired fashion themes and is complementary to other emerging denim trends, like cargo pockets and wider silhouettes. Expect to see the trend evolve into mossy, more organic prints in the coming seasons.

To dye for

With designers like Dior, MSGM and Stella McCartney embracing haute hippie style, it’s a safe bet that tie-dye effects will trickle into retailers’ denim assortments. From the art of traditional shibori, to psychedelic swirls, the trend allows brands to revisit denim’s roots and create modern interpretations of the bohemian and artisan dye technique.

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