Gatorwine and dELiA*s Zines

after school weekend edition

Welcome back to After School Weekend Edition, a not-so-brief trends debrief for paid subscribers. Your support keeps this newsletter going! 💫

Today we’re talking about:

• The brand pop-ups that took over NYFW (and won over Gen Z)

• Old Navy’s “dELiA*s-inspired” zine

• Big Boat Shoe hit the runways 

• The top 10 fashion brands on TikTok

• Tarte is going viral (the bad kind!) for playing favorites

• Elf Cosmetics’s latest gimmick? A Tinder partnership

• Cetaphil’s trying to woo back Gen Z with Katie Fang

• Kourtney Kardashian is pushing fake Ozempic on young women

• A trending TikTok dance that your brand should do this week

Plus everything else that happened this week in style, beauty, and culture and what I’m buying/reading/listening to. First, my favorite TikTok of the week:

@cubsportSinging Diet Pepsi for my 102 year old Nana and her friends

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“Okay the sheer number of LINES in soho is nuts,” my friend who previously lived in the neighborhood for a decade but hadn’t been back for a bit texted me last Saturday. “It’s giving… embarrassing?!” she added.

Line culture in New York is nothing new. In early 2023, the New York Times published a piece with the headline, “What Are People in New York Lining Up for Now?” But in the last few years, the number of lines weaving around below 14th street — SoHo, of course, but also the West Village, the East Village, Chelsea, Meatpacking — has spiraled.