Camouflage was designed to help people blend in, but in 2024, it’s doing anything but that. From TikTok trends to political merchandise, camo is having a major moment—ironically, by standing out more than ever. Once a symbol of rugged outdoor life and military service, the pattern has found a home in Gen Z’s closets and on the shelves of pop stars like Chappell Roan and even political figures like Kamala Harris.
Historically, camouflage was all about utility. Designed for military uniforms to help soldiers blend into their surroundings, it signaled toughness and pragmatism, far removed from today’s runways and street style. Throughout the 20th century, camo slowly bled into civilian life, appearing in hunting gear, workwear and later as a rebellious symbol during the Vietnam War protests.
But in 2024, camouflage is no longer confined to its rugged roots. Instead, it’s found itself adorning Gen Zers, mainstream pop artists, and even political figures, who use the once low-profile print to make high-profile statements. Like clockwork, camouflage has returned to the limelight, taking on entirely new meanings this go-around. Its resurgence is part of a broader trend in fashion where traditional symbols are reclaimed, reinterpreted, and used in bold, sometimes ironic ways.
Jeffrey DeShell, a novelist and professor of English at the University of Colorado Boulder who recently published a fashion work titled “Pretty,” imparted the paradoxical duality of camo’s meaning in contemporary fashion.
“Fashion is a way of establishing authenticity…and negotiating the self with the outside world,” DeShell said. “Camouflage is a weird thing because it's militaristic. Uniforms function in the military to suppress individuality…Camouflage is a way [of] disappearing, but then when you wear it fashionably, it has the opposite effect.”
This mix of rebellion and irony echoes Gen Z’s broader cultural tendencies while standing in contrast to the traditional associations of camouflage with conservative audiences. From Y2K fashion to flipping outdated stereotypes, this generation thrives on remixing conventions and turning them into something new. Camouflage, once associated with strict functionality and military pride, has now been adopted as a playful and fashion-forward statement. Thanks to a surplus of military gear, second-hand camo is affordable and easy to find. Thrift stores and online platforms are brimming with it, making camo both accessible and appealing to Gen Z's love of thrift culture and sustainable fashion. Wearing camo isn’t just trendy—it’s also an act of resourcefulness and environmental consciousness.
Pop star Chappell Roan is one of the many artists leading the charge in repurposing camo for a younger audience. Known for her bold, eclectic style, Roan has embraced camouflage in her merchandise and fashion choices, using it as a way to connect with her fans and amplify her message of individuality and empowerment. Roan famously assigns themes with dress codes for her concert audiences, one of which is “Midwestern Princess.” This style directive encourages fans to embrace and reclaim the rugged aesthetic of camo gear that once dominated the conservative Midwest, facetiously rejecting traditional symbols. Whether playful or political, camo’s comeback reflects a generation’s desire to both challenge expectations and subvert norms.
It’s not just the fashion world that’s embracing camouflage—politicians are using the pattern too, albeit with different intentions. Vice President Kamala Harris introduced camo hats and aprons in her merchandise line, blending traditional American imagery with progressive ideals.
For Harris, the use of camo may represent resilience, solidarity with military families, or even a nod to working-class values. In an increasingly polarized political landscape, using a pattern with such deep historical ties to both military service and blue-collar life bridges divides. Harris’s campaign has resonated with younger audiences by embracing current fads, and the incorporation of camo into her merchandise may be a strategic move to further this connection. From Charli xcx’s 'brat' to camo print, the Harris campaign’s savvy use of trends has demonstrated a commitment to engaging with new voters on a cultural level.
Camo’s ability to straddle the line between tough and trendy, conservative and progressive, makes it a rare cultural symbol that can speak to many different groups simultaneously. Whether it’s on the racks of high-fashion boutiques or in the merchandise of pop stars and politicians, camo in 2024 is a pattern that refuses to blend into the background.
For Gen Z especially, camo isn’t just a nostalgic nod to its historical origins. It represents a shift in how we think about identity, power and style, with each person who wears it adding their own meaning to its already rich history. “When you create yourself, I think that's an inherently political act,” DeShell said. Today’s camo is less about survival in the wilderness and more about survival in the social landscape—announcing who you are is as much a declaration as what you wear.
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