When teens and adults dress the same, who are Britney and Madonna designing for?
Britney Spears has designed a new collection in Kohl's stores today, and Madonna is launching a new line for Macy's on August 3. But having seen the clothes, we're not sure who they're for! The days of shopping exclusively in the juniors department versus women's contemporary are over. While surely each line has its own agenda and target demographic, we've seen increasing crossover among garments and even the designers themselves.
Designers like Zac Posen and Anna Sui can be found at Target, and Sonia Rykiel at H&M to hawk their more affordable wares to a younger market, but adults are buying up the collections. Stores like Forever 21 were once frequented by teens and considered taboo for adults, they now cater to a more mature audience looking for deals on trendy items. Young celebs like Miley Cyrus, Kristen Stewart, and Dakota Fanning are gracing magazine covers in sophisticated clothing.
Let's talk specifics: leggings, floral sundresses, jelly shoes, neon tops, plastic bangles, headbands, cutoff shorts, ballet slippers, and rompers, were at one point most popular amongst teenagers or young kids, but now women of all ages have them in their closets. These days a 12-year-old might be carrying a Coach logo bag, while a 30-year-old rocks a Hello Kitty tank top. The lines have been blurred as youngsters prefer increasingly adult styles, and grown women seek more playful, casual items. And let's not forget the power of nostalgia: while we've all grown up, '80s fashions are back, and we want to own-and wear-these items all over again.
This is where Madonna comes in. No celebrity better epitomized '80s style in their day than Madonna. Her girly-punk style has come back around in a way that many adults remember fondly and want to relive through an off-the-shoulder top, while those too young to fully appreciate it the first time (including Lady Gaga and Rihanna) enjoy lace bodysuits and shoulder pads. Madonna is launching her new Material Girl collection at Macy's next month, and is collaborating with her 13-year-old daughter Lourdes (aka Lola) to appeal to a younger customer.
"She's been coming to meetings pretty much from the very beginning," Madonna told Women's Wear Daily. "My role was really to make sure we were all going in the right direction and it was a line that I could stand behind and be proud of and feel good about--and one that she could also feel represented her. I really like the way Lola dresses, and I think this line is absolutely an extension of her taste."
The line of clothing, shoes, bags, and jewelry ranges mostly from $12 to $40 and includes looks inspired by Madonna's iconic music videos. Lourdes has taken to the Material Girl blog to connect with teen shoppers. In her post she even discusses the '80s resurgence: "I am totally obsessive about 80's shorts… You know the kind that makes your butt look kinda big, with a grunge-looking shirt tucked in. It's kinda nerdy but I love it. And the 80's are another huge obsession of mine, which is totally amazingly awesome because Material Girl…HELLO! It's like 80's themed, which pretty much rocks, so yeah." Only time will tell if the line is more popular with the teenage set, or older Madonna fans with a fondness for '80s fashions, but we think it may appeal to both.
Pop idol Britney Spears also has a new line hitting stores on July 1. Britney for Candies will be carried exclusively at Kohl's, and while she has serves as a spokesperson for Candie's for three years, she has had a hand in designing this collection herself. The juniors line was inspired by Britney's favorite movies and music and ranges from daytime attire to fancier evening outfits. There are age-appropriate items like chambray dresses, embellished sandals, and plaid hater tops, but also some racier items you might catch 28-year-old Britney wearing like frayed denim short-shorts, studded mini skirts, and a lace cropped top.
"Designing was a really fun, new way for me to express my creativity and I really wanted to create something by me for my fans," Spears said in a statement. But just who are her fans these days? Have her fans outgrown her, or grown with her? Are they teens shopping with their moms at Kohl's, or are they the 20- and 30-somethings who enjoyed her music over the past decade? We envision both wearing the outfits above whether they're still Britney fans or not. [OMG]
