Camo Chic: Noughties Trend Makes a Stylish Comeback

Camouflage, a pattern evoking memories of early 2000s fashion icons such as All Saints and Destiny's Child, has re-established itself as a major trend in 2026. Initially a staple for the Appleton sisters, camo trousers are now a standout front-row trend, first observed at Copenhagen Fashion Week in August and gaining significant traction at London Fashion Week.

This resurgence sees camo trousers styled with heels, flats, and contemporary pieces, capturing the attention of fashion editors, celebrities like Alexa Chung and Iris Law, and even actors like Brad Pitt. The trend's growing popularity is evident in a 108% increase in searches on the resale app Depop since April. High-street retailers, including Zara and Marks & Spencer, alongside brands like Adidas and Maharishi, are offering camo-infused collections.

The current revival taps into nostalgia for the early noughties, a period when camouflage became normalized in mass fashion. Fashion design professor Andrew Groves notes that by the 2000s, camo could be worn without a direct military statement, akin to tartan or leopard print. This normalization contrasts with camo's historical military origins dating back to World War I and its counterculture use in the 1960s.

Despite its military roots and current global conflicts, the appeal of camo lies in its complex associations with warfare, protest, and counterculture. For many wearers today, the military aspect fades, with the pattern recognized as a universal print. This evolution, influenced by decades of co-option by subcultures and the runway, has imbued camouflage with new meanings and enduring fashion relevance.