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FW 21 Trendstory: New School

Updated Preppy Check







American Leisure for Gen-Z

New School emerges especially for the youth market, dressing a fashionable Gen-Z and Millenial Client. The story celebrates preppy retro styles surrounding country clubs and universities. The key items that come along this Trend-Story, such as Lettering-Jumpers, Varsity Jackets, Knit-Vests and Loafers are updated with a contemporary twist. Such updates include oversized & slouchy silhouettes, new color combinations or surprising materials, or mix&max combinations with other key styles. Reminiscent of cricket jumpers, cable knits and tipping stripe details are  key elements for knitwear categories, as they capture the collegiate trend and smarten up each piece. Boxy tailoring-fits and cropped silhouettes are bringing a  youthful spirit to the tailoring categories as the must-haves for this story. Slouchy blazers and cropped prep jackets add a smart edge to variety of t-shirts and jumpers. High-Low styling is key to achieve this trending look. Use go-to accessories like baseball-caps, retro sneakers and innovative loafers, styled with socks, for a finishing touch. This theme is great for Pre-Fall collections and drops, as it allows a smooth transition into the cozy fall season with easy knitwear and oversized fits in jumpers and tailoring that can work as transitional outerwear pieces. Smarten-up your product range and capture the new prep aesthetic for the next season.
10th March 2021 Update:
The “New School” aesthetic has seen an +88% increase in interest on Google search. Polo shirts saw a +19% increase in clicks and rugby-style shirts saw an incredible +129% increase as compared to last year, giving us major prep school vibes. If you’re looking to embrace your inner school spirit than try on a varsity cardigan, which also saw an increase in clicks by +93%.
This data is analyzed over the period 01.01.21 to 08.03.21, compared to the same period in 2020.