Dunkin' Drops and Telfar TV

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Sep 13, 2021

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Netflix announces experiential Bridgerton Ball, NYFW street style is back, this year’s very Gen Z Met Gala commences tonight, the chair emoji has replaced the laughing emoji among teens (or…something), Telfar debuts a duffle bag — and a TV channel, and…

THE HYPE AROUND EXERCISE DRESSES, EXPLAINED

The exercise dress — universally loved by millennials and Gen Zers and @TeenMillennials — has been utterly inescapable this summer. Terry Nguyen gets into the why (for starters: a pandemic, IG algorithms, and because it’s just really damn comfy). vox

For a certain subset of shoppers, it feels like the exercise dress is everywhere. It not only encapsulates the latest fashion trends, it is also great for brands — as a simple, replicable garment to create and as a hugely marketable product to sell. The internet is dotted with exercise dress replicas in a multitude of styles, colors, and prints with an absurd variety of names, like Paprika Bloom, Ghostin’ Celadon, and Snow Leopard. We have, as the New York Times declared, reached “peak exercise dress.”

WELCOME TO DUNKIN' WORLD

The coffee brand’s strategy for capturing young people goes much deeper than tapping Charli D’Amelio for a collaboration (though the cosign of an A-list TikTokker certainly helps). gq

Limited-edition merch drops are known catnip for the under-30 crowd, and Dunkin’ is going in. Barbara Kahn, the Patty and Jay H. Baker Professor of Marketing at Wharton, said that “The drop is inherently interesting because it's a principle of scarcity, there isn't enough to go around.” Gen Z loves community, and drops establish an exclusive niche, or “an in group-out group” dynamic. Dunkin’s strategy, coupled with its bright colors and irreverent vibe of the merch, “does kind of scream young,” she said.

PACSUN ENLISTS TIKTOK MICROINFLUENCERS TO PROMOTE GENDER-NEUTRAL CLOTHING LINE

Instead of working with a D’Amelio like every other brand, PacSun enlisted a bunch of TikTok microinfluencers to share “the go-to outfits that make them feel happy” from their new gender-neutral"Life in Colour" collection. marketingdive

CASABLANCA IS THE FASHION LABEL OF CHOICE FOR THE GEN Z JETSET

How to join a starry club that counts Bella Hadid, Ella Emhoff, and Coco Gauff among its members. t&c (paywall but you can read it on pocket)

Perhaps what’s most compelling about Casablanca is that, in the span of three years, Tajer has managed to create a world that feels remarkably complete, self-assured, and tangible. Sure, shoes, bags, accessories, and jewelry easily fit into the picture, but it’s just as easy to imagine Casablanca hotels, Casablanca luggage, Casablanca Casa.

TIKTOK FASHION MONTH SETS SEVERAL INITIATIVES TO BRING THE RUNWAY TO USERS

TikTok is trying to get Gen Z to care about fashion week pretty much the exact same way Tumblr — circa 2011 — tried to make their young users care about it (enlisting platform influencers, partnering with brands, rolling out gimmicky challenges). adweek // Related: TikTok’s refreshingly anti-establishment take on the Met Gala. r29

One last thought:

Emily Nussbaum @emilynussbaum

Watching the VMAs to make sure that my pop culture name recognition doesn’t drop below 50% and I’m getting a little worried.

Same.

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