Like this post and want more like it, more often? Help keep Ivy Style going for another decade.
* * *
Since the publication of “Take Ivy” and the MFIT’s “Ivy Style” exhibit five-plus years ago, there hasn’t been much to add to Ivy Trendwatch. That’s our very narrow category used only for cultural happenings that specifically invoke the term “Ivy League” and reference the heyday of the Ivy League Look — regardless of execution, I should add. But the stirrings of a neo-prep revival keep getting stronger, and this week we’ll have a couple of new additions to Ivy Trendwatch.
The first is the announcement that this fall global fast-fashion retailer H&M will unveil a collection entitled Athletic Prep. Copy on the company’s website also invokes the terms Ivy League and collegiate:
As always I encourage you to at least mildly applaud these attempts at Main Street (or however you say that in Swedish) Ivy-prep, as they certainly help keep alive the taste for traditional American style, and might just get some freshmen curious about investigating the real deal. As for the clothes themselves, as you can see these apples have fallen rather far from the tree. Then again, the marketing copy does say “rebellious punk revisions.”
Which at least isn’t as odious as “preppy aesthetic.” — CC