The Camo Comeback

The Camo Comeback 

By: Brooklyn Hoffmann

Camouflage was first designed to protect military personnel and equipment from observation by enemy forces. The use of camouflage soon became an essential part of modern warfare and military tactics. The pattern is used around the world as a form of visual deception and political identification. Camouflage made its way from the battlelines to streetwear and art pieces as early as 1915. In fashion, many major designers have incorporated military camouflage or imitations of it into their streetwear collections or as a symbol of political protest. Today, it is common to see big brand names producing variations of clothing donned with the familiar print. 

Camouflage was first developed in France in 1914 by artist Lucien-Victor Guirand de Scévola and others in an attempt to hide military personnel during World War I. The British followed suit, with the United States making this adjustment a few years later. Artists from Cornish Colony in Cornish, New Hampshire worked to persuade the American military to adopt principles of coloration to mask ships, weapons, and troops. One of the artists, Abbott Thayer, educated others on countershading in the animal world, which is the concept of darker color on top and lighter below to conceal one’s presence. His son later applied this concept to military camouflage. As time went on, the technique was organized into specific patterns that would change warfare forever.

In the 1960s and 1970s, camouflage was adopted by anti-establishment protesters and became a symbol of rebellion and individualism, especially during the Vietnam War. Musicians such as Jimi Hendrix and Janis Joplin were often seen wearing camo prints as a form of self-expression. In the 1980s, camouflage was embraced by the emerging hip-hop culture and was seen as a powerful print worn by pop culture icons such as Madonna and Michael Jackson. Rappers and skaters bought durable, inexpensive pieces from army surplus stores and paired them with graphic t-shirts, Levi’s, and sneakers. Camouflage became a staple of functional street style and continued to evolve in the 1990s due to the grunge movement. Fashion brand BAPE was one of the first clothing brands to incorporate the camo print into popular designs that were then worn by celebrities and musical groups such as The Notorious B.I.G., Tupac, NSYNC, and the Spice Girls.

In 2024, brands continue to include camouflage prints in collections with appearances from designers such as Sandy Liang, Philip Plein, and Nicole Miller. Celebrities like Rihanna and Kanye West have been seen in camo-inspired outfits, further solidifying the print’s place in the fashion world. A print that was once designed to conceal has now been made into a bold fashion statement. 

Keep reading Square Magazine to stay up to date on all things fashion, beauty, and lifestyle and be sure to follow @um.squaremagazine on Instagram.

All images belong to their respective owners.