Festivals will be back in style next month.
Coachella will kick off their favorite Gen Z season on April 15, with Billie Eilish, Harry Styles and the artist formerly Kanye West headlining three weekends of musical fireworks lighting up the Colorado Desert in Colorado. Southern California. Ticket holders are shelling out to see Doja Cat, Green Day, Machine Gun Kelly, Lil Baby and Metallica take the stage at July’s Lollapalooza on the Chicago waterfront. The Austin City Limits Music Festival has yet to announce its lineup, but it has blocked two weekends in October for its annual extravaganza, in which Cardi B, Drake, Foo Fighters and Childish Gambino attracted legions of fans.
Although festivals appear to be picking up after the pandemic temporarily suspended them, the fashion consumers will wear to see their best shows perform could follow trends that have dominated portfolio share in recent months. And a company is helping revelers find sustainable inspiration before moving to the desert as the season kicks in.
ThredUp is leveraging its position as a major player in the second hand movement to draw attention to the waste associated with music festivals. The Oakland, California-based company’s proprietary festival fashion survey of 2,000 U.S. adults last month says about a quarter will be attending some sort of music concert this year, and 42% plan to show off something new. to wear for these events, amounting to approximately 26.9 million items, ThredUp estimated.
What’s troubling is that nearly a third of those who buy festival-specific clothing say they will likely no longer wear them after the lights go out. Even respondents from the Gen Z cohort, famous for their eco-conscious ethics, are at risk of engaging in decidedly unsustainable behavior, with 40% not planning to wear festival clothes more than once.
This is where ThredUp can help solve apparel “underutilization,” said Erin Wallace, vice president of integrated marketing for the online retail giant, who recruited famed designer Karla Welch to curate thrifty head-to-toe dresses from the UK. used platform as well as individual pieces pulled from her wardrobe for styling.
“Reusing all the great clothes that already exist is one of the best things we can do to reduce our fashion footprint,” said Welch, who has worked with Karlie Kloss and Tom Brady and describes thrift as “one of the easiest ways to get an eco-friendly, festival look that will make you stand out from the crowd. “
As a lover of music festivals and “passionate about promoting sustainability,” Welch has decided to help change the conversation about festival fashion by making more than 30 items from her wardrobe available for sale. Consumers can purchase first-rate celebrity fashion for prices starting at $ 14 and going up to $ 225.
Welch designed eight complete looks and came up with solo pieces that draw on many of today’s best trends. Buckets hats, including a fuzzy pink Kangol, make a noticeable look, in keeping with Afterpay data showing sales of the Gen Z approved topper up 44% from last summer. Neon green pops in a bag and highlights a multicolored tee, in line with Afterpay information showing sales tied to bold shades of the hue increased 55 percent in summer 2021, underscoring the dressing trend. dopamine.
According to Afterpay, sexy, tight-fitting dresses were already on the rise leading to New York Fashion Week (NYFW), with sales up 34% in January and are unlikely to slow down when hot-season festivals give consumers a reason to shed their layers and show off some meat. Cropped tops, cutouts and cropped skirts are all featured in Welch’s looks, with Welch playing into the micro mini-skirt trend that has seen sales of thigh-skimming styles rise 24% since fall, Afterpay said.
Ripped, wide, cuffed and cut, denim serves as the basis for six of Welch’s creations and pairs with Chuck Taylor sneakers and fringed or studded combat boots. A pair of Denim Tears x Levi’s jeans come from Welch’s vaunted closet. Festival denim is ready to be all over the map, with some consumers sticking to their modern-favorite straight cuts. Others will likely show up in throwback trends of the moment when the upside left little to the imagination. Afterpay, who said low-rise denim sales rose 115 percent in the month leading up to NYFW, “expect[s] this streetwear trend made famous by Bella Hadid will boil throughout the year.
ThredUp hopes Welch’s stellar power will convince consumers sitting on the fence to try thrift. “Designers are the arbiter of taste, dictating what’s cool on the red carpet, in street style, on social media and beyond,” Wallace said. “We believe stylists have the power to redefine what’s in fashion, emphasizing circularity and reuse to combat industry waste.”
It is not the first time that ThredUp has called on high-profile experts to include sustainable fashion in the cultural dialogue.
In December, the company put the spotlight on the “Sex and the City” spinoff “And Just Like That” to show consumers how to copy the iconic style of the main characters of the controversial HBO series, Carrie Bradshaw, Miranda Hobbes and Charlotte York Goldenblatt. . The second-hand shopping platform has leaned on the “clear passion” of comedy-drama costume designers Molly Rogers and Danny Santiago for the purchase of unique and sustainable styles “to populate three shop windows, one for each character, full of fashion in sizes. XXS-2X priced at “$ 6 to nearly $ 6,000,” Wallace said at the time. All proceeds went to the Willie Garson Fund, a nonprofit created for the actor who played Stanford Blatch in both. the shows and died of complications from pancreatic cancer after shooting just three episodes of the sequel.
“I think a lot of customers come to ThredUp to find ambitious fashion that’s actually attainable and that’s what we hope to deliver here, combining Molly and Danny’s unique sense of style and ability to create unexpected outfit combinations with [our] wide range of inventory, “he added. Santiago pointed out that curating included the brand most closely associated with Carrie Bradshaw.” Yes, there are thrifty Manolos, “he said.
And ThredUp has already worked with Eric Daman, the costume designer on the “Gossip Girl” reboot. “Television is driving shopping trends more and more and we know our customers love the opportunity to thrifty the look, so stay tuned for more on the way,” Wallace said.