It used to be just the star athletes who brands wanted to recruit in high school. Now it’s the trendy kids, too.
From denim to designer, fashion labels are looking at a new frontier for marketing: high schools. Their aim is to outfit the trendiest kids in class in hopes their peers will imitate their wardrobes. Think of it as “Gossip Girl,” real time.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"