Millions of kids are following the style signatures of influencers, actors and music stars – and retailers are responding. Here are six tribes with distinctive looks (and price points) to keep an eye out for.
Tribe No. 1 – Brat
The look
Probably the highest profile of all aesthetic trends at the moment thanks to singer Charlie XCX and the influence it’s had on US presidential candidate Kamala Harris. Big, bold, colourful (especially lime green) is meant to give off provocative, rebellious vibes. The look includes crop tops, low-rise jeans and skirts with chunky platforms, plus dramatic accessories like oversized sunglasses and hoop earrings, the brats dress to get noticed and celebrate their individuality. You’ll see them posing on one leg, while doing a high kick to show off their sizeable shoes.
Celebrity brat icons
Charli XCX, Julia Fox, Chloë Sevigny.
Where they shop
Pretty Little Thing, Boohoo, Shein
Tribe No. 2 - Coquette
The look
Stereotypically 'feminine’ for younger kids, moving into something a little more flirtatious for older teens. Think ditsy frills, love-heart duvet sets and pastel pinks.
Celebrity coquette icon
Lana del Rey
Where they shop
There are coquette-friendly ranges pretty much everywhere, from Primark to Etsy. Brandy Melville is probably the ‘mothership’ for coquettes. Korean brand Yesstyle is another coquette friendly store.
Tribe No. 3 – Y2K
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The look
For many parents, this aesthetic will feel very familiar. They may well have grown up rocking Avril Levigne cargo trousers and boy-band graphic tees. Today’s look echoes the chunky trainers, low-rise jeans and crop tops of the original style.
Celebrity Y2K icons
Brittney Spears.
Where they shop
Urban Outfitters, Depop, Rockit Vintage.
Tribe No. 4 – Preppy
The look
Gen Alpha has a new definition of ‘preppy’, well away from the original US East Coast button-down shirts and deck shoes look. Today’s preppies sport bright, bold colours like hot pink, neon green. Preppies love nothing more than to swig from their Stanley water bottles and indulge in a pricey skincare routine using cult brands like Drunk Elephant, Glow Recipe and Summer Fridays.
Celebrity preppy icon
Taylor Swift.
Where they shop
Lululemon, Roller Rabbit, Drunk Elephant, Sephora, Hollister, Brandy Melville.
Tribe No. 5: Old Money
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The look
Wondering why your kid is suddenly dressing like an Ivy League undergrad? They may be embracing the 'old money’ style. Put together looks feature smart, pastel soft knits, button-down shirts, twill cotton.
Celebrity old money icons
Actors Ryan Reynolds, Noah Beck and Tom Holland, and fashionista Sofia Richie.
Where they shop
High street: H&M, Mango. High end: Ralph Lauren, Tommy Hilfiger and Gucci
Tribe No. 6 – Cottage Core
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The look
This style celebrates rural and traditional living, often using vintage or handcrafted clothing. The telltale signs of today’s modern cottage core aesthetic including bows, large collars, ruffles, straw hats and florals with maybe a dash of gingham. Little House on the Prairie for the 2020s.
Celebrity cottage core icons
Princess Kate, Emma Stone, Harry Styles.
Where they shop
Urban Outfitters, Hill House Home, Vinted, Etsy.
Funding a fashion habit
Have you noticed your kid embracing a new style? Funding a fashion habit can quickly add up, and our recent research into spending habits for those aged 6 - 17 showed that the next generation spends more on their appearance than anything else.
Whether you give them a clothing allowance, pocket money or they have a part-time job, kids with a passion for fashion have a great incentive to manage their money well and make wise spending decisions. With their eyes on the prize of new bratty shoes or a preppy accessory, they’re less likely to make impulse buys and more likely to cut the cost of spending in other categories by using deals and cashback. And this helps to create better spending habits for life. That’s something to think about next time you realise that your kids’ outfit costs three times as much as your own, for far less fabric.
Here’s how HyperJar can help kids from all aesthetics tribes manage and spend their money, and feel proud of how they look.
FAQs
How to budget for new clothes
For the old money tribe, the Gucci and Tommy Hilfiger comes at a price while the preppy crew need to find a way to pay for their £50 Stanley tumblers and expensive Drunk Elephant skincare. Staying on trend is not cheap, but kids often don’t comprehend this if you pick up the bill.
Opening a HyperJar account is a great way for them to master budgeting skills for life, like working out how much they have to spend on needs, and what they need to save for ‘wants’.
With the HyperJar app, your kids and teens can create different ‘digital jars’ for the things they want to save up for. For youngsters, who sometimes struggle to think about the longer term, it’s a lot more motivating to see their money build up in a named Jar with a clear goal than it is to look through a traditional savings account statement.
Parents, grandparents, godparents or any other family member or friend can pay into the kids’ jar directly, so birthdays and ‘congrats’ gifts can go towards exactly with the child wants.
How to save money on clothes
Finding a bargain in the sales is always satisfying but there is a way to save money on clothes all year round. It’s called cashback.
HyperJar Cashback Vouchers are like digital gift cards with a twist. You buy a voucher for a specific store through the HyperJar app and instantly receive cashback into your HyperJar account. This cashback can be spent immediately or saved for later. The cashback percentage varies depending on the store and whether or not you want to spend your money at that retailer or have money that can be spent anywhere. But whatever you choose, it's a quick way to earn extra money while buying clothes and staying on trend. You could make as much as £10 for every £100 you spend, which might get you a cute accessory or at least a pair of ankle socks.
How does cashback work?
Cashback sounds like a lot of effort, but once you start doing it you can easily get into a routine. The first step is to download the HyperJar app, which has cashback deals with hundreds of retailers. Then work out where you spend your money, open your HyperJar app, head to the cashback tab and buy a voucher for that amount. For example, if you love a takeaway coffee, buy a £30 Costa card for the week. You’ll get 7.5% cashback on the £30 instantly (£2.25), that you can spend on whatever you want, and you can use the voucher at the till every day until it runs out. Or if you need to stock up on things at Primark, buy a voucher for £100 and you’ll have £7.50 back instantly, giving you more money to put towards your new season threads.
How to look like a celebrity for less
There are two ways you can look like a celebrity for less - sales shopping and dupes. If you really love a look and want an exact copy, you’re going to need to shop smart. Look for end-of-season sales, Black Friday, Cyber Monday, or mid-year clearance sales. You can often snag high-quality items for a fraction of the price. Buying summer clothes in winter is another way to get the cost down. Also, sign up for newsletters. Brands often send exclusive sale alerts or discount codes through email, so make sure they have yours. You can also follow them on social media to be alerted to flash sales.
Dupes offer instant gratification as there’s no need to wait for any sales. Fast fashion retailers like Shein, Boohoo, or PrettyLittleThing frequently offer trendy dupes for celebrity-loved designer pieces at a fraction of the price. And don’t forget the accessories. Opt for budget-friendly alternatives to luxury sunglasses, jewellery, or belts from stores like ASOS or Amazon that mimic designer labels.
How to avoid making fashion mistakes
‘Regret spend’ is a real problem for many of us, including kids. Most of us are guilty of it every year and it adds up over the course of our lifetime.
One way to avoid impulse buying is to plan what you want to buy and stick to a budget. That’s where HyperJar jars come in - create one for the summer haul, set a budget, and then try and stick to it. Before buying anything, ask yourself if it’s something you truly need, can afford, and will wear often, rather than something trendy that will quickly go out of style. Shop during sales and use discount codes, HyperJar rewards and cashback vouchers to find the best deals. Prioritise items that fit well and suit your body shape, as clothes that don’t fit right will likely end up unworn. Finally, take care of your clothes by following proper washing and storing instructions to make them last longer, saving money in the long run.
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