Subway Shirts and Sheinel N°5
after school weekend edition
Welcome back to After School Weekend Edition. Think of the daily letter as the CliffsNotes; this is the extended version for paid subscribers.
Today we’re talking about: The D’Amelio family’s product empire. Minty Mellon, my new favorite nepo baby. Esprit’s comeback. K18’s Magic School Bus-inspired pop-up. The new Goop for Gen Alpha skincare brand. Chin Chin, Gen Z’s favorite wine label. The Colette of cannabis. The casualification of Wall Street. The Adidas sneaker emerging as the shoe of the summer (Sambas are so last season). The Glossier sponcon that influenced me to make a purchase. A trending Young Thug song from 2016. How seniors are announcing their college decisions on TikTok. Subway shirts. Why you should never look at a girl’s notes app. And everything else that happened in brands, trends, and online culture this week.
Yesterday afternoon, I walked over the Williamsburg Bridge to the West Village — if you’ve never done this, you must; it’s one of my favorite ways to spend a sunny weekend afternoon — and I felt like I was watching my TikTok FYP play out in real-life. So many girls in clunky boots, pleated trousers, and denim maxis. I even saw what TikTok fashion girls have anointed the dress of the summer (that Bridgerton-y lace-up With Jéan one!) in the flesh. Looks much better behind a screen, IMO, or maybe she was just wearing a bad dupe.
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