Barbie mania, mermaidcore, Eras tour hype and cutesy sunglasses... they’ve all migrated into the mainstream adult(ish) world,
– all are the domain of tween girls, and all have migrated into the mainstream adult world for summer 2023.
‘I’m obsessed with anything pink, sparkly earrings with cherries on them, shell handbags – you name it,’ says Zeena Shah, content creator, presenter, stylist and author. Basically I’m always channelling my inner five-year-old, because she would have loved it.’ The day we speak, she’s the tween fashion dream in a Benjamin Fox pink organza dress with bow-tied shoulder straps, matching hair bow, lilac Prada raffia tote bag and holographic Chanel Dad sandals.
But it isn’t only the Dreamhouse crew driving the tweenification of style. Fashion designers have also played a role. Absorb enough seasons of flower, heart-shaped and bejewelled designer sunglasses , and they’ll start to look less silly, more reasonable. Even desirable. So much so that scrolling through products on Super Smalls, the kids’ jewellery and crafting brand, my thumb stopped over a pair of colourblock sunglasses. I thought, how Miu Miu.
‘We say the brand is for the young and young at heart. Really it’s for whoever wants to wear it. I mean, we can give you permission, but why do you need permission to wear what you like?’ Why indeed, when Dueñas Jacobs’s main inspirations are JAR, Miu Miu and Harry Winston? Her three daughters are very involved in the brand, wear-testing every last hairclip and choker . ‘So that tween energy is very much around me.’production design.
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