Keeping up with the teens

With just 35 posts on Instagram, Ahaan Pandey, latest internet sensation, has followers closing in at nearly two lakh. Among his posts feature him wearing a Goth style flame print Raglan tee, biker joggers and high top shoes all from Koovs.com. Pandey cited the hashtag 'Koovs London Diaries', which was used to highlight Koovs' designs that were inspired by the high streets of London and reached out to 5.46 crore people across social media.

The old school style of copying celebrity fashion still resonates with teens today. But more than keeping a track on what's Alia Bhatt's latest go-to buy, the youth are keeping up with global fashion on a real time basis. "Fashion at value is what works for teens and is a major driving force for them to shop," says Umashan Naidoo, Buying Head Trent Ltd., adding that for the brand Westside, NUON is the face of the youth market.

Clothing brands like AJIO, Koovs, Trent and ONLY that have a major footing in teen fashion also get their design influences from the internet among other muses. And over 80 lakh Instagram and 220 crore active Facebook users suggest the widespread reach of brands when it comes to fashion. "These days with the ongoing data revolution, teens are more aware of global fashion and have this continuous desire of wanting to look their best, due to the wide exposure to the world," says AJIO spokesperson.

Spokesperson for BESTSELLER's ONLY that caters to women aged 16 to 25 says, "Consumers these days constantly have access to what is dictating global trends at the click of a button. Fashion now has adapted to all facets of life - with consumers opting for varied fashion choices for occasions varying from the gym, dinner parties, work wear etc."

The "attitude and lifestyle" website, Koovs uses "latest trends with engaging and innovative content through social and digital media." Group CEO Mary Turner adds, "This includes, bringing inspirational fashion to life through their favourite icons." This also resonated with ONLY's attempt to relate to the younger generation with their ONLYFORBIEBER collection. "This initiative was not only about creating a collection, it was a holistic campaign that got consumers excited while giving them an opportunity to win tickets to the concert by participating in in-store karaoke competitions and got social media buzzing."

Eye-catching outfits by teenagers today are complete with bralettes, crop tops, off-shoulder jumpers, solid coloured hoodies, and even handbag accessories for men. Their style is freer as compared to a decade ago when college kids would be seen creating many more fashion faux pas. A noticeable difference in the fashion trends is that the men are also engaging in a little dress-up. "The male youth are far more fashion savvy than their predecessors.

They follow a multitude of fashion influencers and global brands on social media, so they are continually exposed to evolving trends and they are fully embracing this," says Samantha Chilton, Head of Design Koovs.

Trend savvy teens are now seen mixing it up with their everyday wear. "There is a significant difference from five years ago. Consumers across tier I, tier II and III markets are extremely dotcom savvy and brands are now required to be extremely agile towards meeting their ever evolving needs," ONLY spokesperson concludes.

From Miley Cyrus' over-the-top ensembles to fashion blogers and DIY fashion tricks that are now breaking the internet, we find more teens hunting to find their individual style and unique pairings. It's like Yves Saint Laurent once said, "Fashions fade, but style is eternal."