From Zimmermann Printed Dresses To Farm Rio’s Crazy Co-ords, Is This SS23’s Most Joyful Trend?
Summer 2023 is all about the mega print – from big beautiful blooms that wouldn’t look out of place at the Rio Carnival to tropical prints of fruit, palms and exotic birds. The trend has been pioneered by brands known for their prints – Farm Rio, Zimmermann and Johanna Ortiz, to name a few – and has made its way onto just about every summer staple, from floor-sweeping printed dresses to pretty swimsuits and plenty of beach coverups.
The look naturally plays perfectly into summer holiday looks. Think one-shouldered midi dresses in fresh cotton poplin made vacay-worthy with a rainbow of dopamine-inducing print. Then there’s the sarong or pareo skirt trend that’s been spotted all over Instagram – look to prints peppered with sweet fruit designs or pretty birds and pair them with your favourite swimsuit or wear in the evening tucked into a contrasting striped shirt.
And if you’re not heading to warmer climes this summer, the looks can still be worked in the city. Take La DoubleJ’s silky wide-leg pants with their floral and sunbeam print, and layer over a tank and oversized shirt combination for heatwave-appropriate dressing. Whilst their Eve floral-print chiffon maxi dress is bursting with a hot house floral colour palette – reds, orange, yellow and pinks – and would make the perfect wedding guest dress look for a countryside wedding.
It’s no coincidence that many of the brands doing this trend so well have been inspired by the landscapes and long-held artisanal cultures of their home countries. There’s Farm Rio, a brand that started out on a market stall in Brazil and took inspiration from the vibrant colour palettes, cultures and music of Rio de Janeiro; or Johanna Ortiz, whose motherland, Colombia, has acted as a wealth of inspiration for her beautiful print work.
Scroll on to shop some of our favourites from the eight designers doing bold prints right…
Farm Rio
From a market stall brand set up in Rio de Janeiro to one of 2023’s hottest names with stockists like NET-A-PORTER and collaborations with French favourite Sézane, Farm Rio is one of 2023’s biggest summer success stories. Go to them for exquisite prints you won’t find anywhere else, flattering cut-out shapes and quirky separates that will long be treasured in your holiday wardrobe.
From the markets of Rio de Janeiro to being stocked at the likes of NET-A-PORTER, Farm Rio is one of this year’s most exciting names
Johanna Ortiz
There’s no doubt Johanna Ortiz’s Colombian roots have sparked a wealth of inspiration for the prints and colour palettes found in her eponymous label. The South American designer has hit the sweet spot when it comes to day-to-night dressing, especially in the warmer months. Think swimsuits with pretty prints and ruffle details that can double as tops when paired with denim shorts; power pink kaftans to throw on on the beach or dress up with gold strappy heels; or elegant sarong skirts to wear in myriad ways on your next poolside holiday.
Zimmerman
Aussie fashion brand, Zimmermann, is one of the OGs of this trend thanks to its mesmerising prints and pretty feminine colour palettes. This season, our favourite has to be the Ginger maxi dress with its sunset hues and on-trend drop-waist bodice.
Agua by Agua Bendita
For those not quite on board with the kaleidoscope of colour these mega prints offer, look to a more muted way to work the trend with another Colombian-based brand, Agua by Agua Benidita. The price points are high-end, but each piece is handmade by female artisans in their own homes so they can balance work and family life, an ethos founders Mariana Hinestroza and Catalina Álvarez are passionate about.
The look is old Hollywood feminine shapes mixed with lush tropical print and retro prints. We love the Luna floral-print pareo skirt and matching bikini top – it’s giving modern girl Ursula Andress.
La DoubleJ
La DoubleJ is the brand to bookmark if you’re after some serious dopamine dressing. From their palm print and feather-trimmed co-ords to wedding guest-worthy silk gowns, this is a brand we’d happily wear all summer long.
Ulla Johnson
NYC-based designer Ulla Johnson has become known for her exaggerated shoulders, beautiful pleating and smocking details, as well as her bold prints. But it’s her more muted colourway and vintage-inspired palette that makes her pieces a little less daunting to wear.
Our favourite from this season’s collection has to be the Fernanda floral dress with dainty spaghetti straps and a flattering peplum silhouette. The perfect piece to wear for picnics in the park, long lazy catch-ups in London’s hazy beer gardens or on holiday, whether you’re sightseeing or dining beneath the stars.
PatBO
If Studio54 opened a beach club this would be the brand to wear. Beading, sequins, fringing and lamé are worked alongside beautiful bold prints in PatBO’s high voltage, unashamedly fun designs.
Rhode
Rhode makes dresses destined to be packed in your summer holiday suitcase. From the midi dress in shades of Mediterranean turquoise to a long-sleeved mini in florals of purple and raspberry ice cream, each piece bursts with colour.
Founded by friends Purna Khatau and Phoebe Vickers, the fabrics Rhode uses are always really comfortable and more casual than their high-octane, vibrant prints might suggest, making them all more wearable.
My current favourite has to be the Day-Glo green and blue Giovanna strapless mini. Wear with barely-there makeup and tan flat sandals for a cool-girl take on evening wear.
The products on this page have been selected by our editorial team, however, The Handbook may make a small commission on some products purchased through affiliate links.
