Fandom Fashionista

An interesting link came across my desk this afternoon and those who follow my Facebook or my Twitter already know I’m obsessed with what I found.

It seems Hogwarts-Chic, or the donning of Brit-style prep school uniforms (usually signifying the Hogwarts House one belongs to), has finally inspired the mainstream. Rugby Ralph Lauren has recently launched their Fall 2008 Collection and the looks are coming straight from the common room.

Complete with House-style scarves, House-style socks, a mixed variety of ties, Oxford shirts, and pleated skirts, it looks as though the RL designers have stolen a few of WB’s costumers right off the set.

Now, true fashionistas will tell you, “Oh, Rugby? That’s not news! It’s been around since 2004. Aren’t there, like, 10 stores nationwide or something?” Well, yes that’s true. Except it’s 12 stores and maybe they wouldn’t say it in that exact way.

Wikipedia tells us that Rugby Ralph Lauren was established in Fall of 2004 when their flagship location opened in Boston, Massachusetts. “Their lower price point and edgier styling caters to a younger shopper than Lauren’s other luxury clothing brands.” Apparently, RRL was created so that RL could compete with other youth lifestyle brands like Abercrombie & Fitch and RUEHL. However, their “significantly higher prices”  only attract those of the already-in-Prep-school persuasion.

So, if this is old hat, why do you need to be told about it now?

Well, now more than ever the youth of America are affecting the changes in trends & fashion, especially by what we watch and read (like Harry Potter!). Also, doesn’t one of these looks resemble a sweater you’ve already seen on Emma Watson? (And yes, I know FairIsle is popular worldwide!)

This is just scratching the surface of RRL’s brand philosophy, so look forward to me getting to learn more about the brand’s inspirations, origins, and strategy.