It rose in the late 2010s as a reaction to fatigue with minimal SaaS landing pages that all started looking the same (the "Corporate Memphis" complaint) — layering different textures, colors and typefaces collage-style until the screen approaches "horror vacui," a fear of empty space.
Its markers are stacked background patterns, mixing two or three large, high-contrast headline typefaces on one screen, and color combinations that deliberately clash at high saturation. It can look ruleless, but there's usually a hidden order — clear z-index layering, plus one repeated element (often a specific color) tying it together.
It suits fashion, music and culture brands where "energy" and personality are the point. On screens where users need to find the next action fast — buy, sign up — the visual noise can hurt conversion, so it needs care.