Spring Summer 2019 Print Trend: Kawaii Rainbow

Hey, hey, hey… did you know that summer of 2019 is going to be magical? Think Skittles, unicorn dust and rainbows! Our next big print trend for SS19 is all about embracing VIBGYOR! And no, you don’t get to choose just one, you can have ’em all! This is perfect for peeps like us who can’t just commit to one colour! Thank you fashion gods for sending us some sunshine and rainbows! Note to greys and blacks- back away guys!

We’ve already noticed the trend trickling into this summer and can already tell that it’s going to be ginormous. It’s great to get a taste of the rainbow now so that you can totally nail in for next season, right? Also, this is one of those few trends that’s so in touch with lifestyle that we’re seeing it everywhere we go! From technicolored cakes to rainbow-hued interiors, this trend is truly magic *jazz hands*. The cacophony of colours that are slowly taking over our lives were first spotted on the runways with Philosophy di Lorenzo Serafini, Peter Pilotto, Dolce & Gabbana leading the way. With a full spectrum in check, the ensembles spotted aren’t colour-blocked but instead translated into some very happy-looking stripes leaning towards 70s inspired silhouettes.

The runway rainbow parade looks a lot like this. From flowy ensembles to open knits, oh, the possibilities are endless.

For our print direction, the manga fans in us wanted to add some “kawaii” to this trend. Oh cuties, before we lose you, kawaii translates into cute in Japanese. Its a term that also refers to the “culture of cuteness” that’s huge in Japan. This phenomenal way of life is imbedded not only in fashion but also architecture, infrastructure, food, airplanes and so much more. The subculture is a time capsule of sorts that’s accepting and inviting innocent and childlike mannerisms. You can read more about it here.

So with childlike enthusiasm, we’re embracing all the colours of rainbow and also celebrating our love for all things different. Cue in the confetti because we’re super excited for this trend and chose to chase the rainbows!

Image credits: Vogue.com, Who What Wear