Uniforms, no uniforms, that’s the major contemplation by parents preparing for back-to-school. The immediate consideration when BTS is uttered, after K-Pop, is always elementary, middle and high school, but no one really considers college. Is the eighteen to twenty-something market a forgone conclusion? Pursuing an associate degree or bachelor’s degree is an expensive and time-consuming prospect for this age group. There really isn’t any time to consider style if an undergrad or grad is attempting to finish in 4-5 years. The most important aspect is to keep your head down and focus on the end goal. That doesn’t include dressing to impress or worrying about fashion, right?
Not quite… while there are a ton of students on college campuses who are tie-dye, tees and sweats, there is definitely a trend moving towards silent statement pieces. A more elevated leisure, lounge, and casual look appears to be taking place. The tee isn’t a ragged college hoodie. Students are wearing Nike Tech Fleece, and, in some instances, the neutral tones of FOG Essentials hide in plain sight. Enter another player in that arena, Lululemon.
The premium sportswear brand is eyeing the territory and laying out a collection with a tagline of “Show up your way”. Capitalizing on the neutral tone trend falls right in line with Lulu’s quiet luxury statement pieces for both men and women. While college students may find the price prohibitive, there are elements which allow for weekend getaway or date night to be slightly more stylish. With TikTok and IG so prevalent and the possibility of being captured in an image, one could easily see items from Lululemon’s BTS collection find its way onto a campus or two. It’s an unexpected play by the brand, but a logical move. Lulu may be subtle, but it’s definitely a brand for the young professional in fitness and with technical apparel like the ABC pant for men, or the bomber jacket for women, the brand isn’t ceding this territory to the traditional players.