We can thank the French for giving us the word camouflage. Their word camoufler means to disguise or blind. While that is the original intent of wearing camo clothing, these days it has become more of a fashion statement than a hiding strategy.
Camo has been used extensively by the military, in natural coloring and patterns by animals, and adopted for vehicles and hunters as a means hide in plain sight, but when camouflage is introduced for clothing and accessories, items such as pink camo dresses and camo bathing suits are a complete different approach. Finding the perfect clothing and accessories is hard enough without having to coordinate a stylistic cue that comes with an inherently military background.