Shopping Is My Cardio: Wildfox SS13 ‘The Kids in America’

Wildfox Kids in America 1

The collection to the lookbook that has been crazed over on the web is about to hit stores.

Wildfox’ SS13 collection The Kids in America is an ode to the 1995 movie Clueless. Directed by Amy Heckerling, the film has become somewhat of a classic among young women and matches the recent obsession with all things 90s.

Re-enacting scenes from the film, The Kids in America focuses around Cher (Olivia Greenfield), Dionne (Fatima Siad) and Tai (Tanya Katysheva), while the clothes of this much anticipated collection radiate Bel Air flair with bright hues and creamy powder pastels. These stand in direct contrast with the 90s other obsession with grunge. Heckerling intended to show a happy and carefree alternative to what teenagers then raged about behind their Kurt Cobain-like greasy hair and baggy flannel shirts. The distinct fashion on set plays a huge part in putting this message across.

Wildfox designer Kimberly Gordon describes, ‘I have always wanted to express something creatively that is more than just fashion, it’s a feeling, a lifestyle, it’s about being a girl. It’s capturing a moment. I think I felt it first when I was about twelve around when Clueless came out and I was so in love with the characters, I didn’t just love the clothes, I loved the girls who wore the clothes – which made me want to wear them even more.’

A typical look in the film were the Mary Jane shoes teamed with over the knee socks, a style that inspired so many 90s teenage girls and now also features in the Wildfox lookbook. Classic Clueless phrases like ‘As If’, ‘Totally Bogus’ and ‘Shopping Is My Cardio’ bring the collection to life in a sassy, yet playful manner. Fun, girly graphics such as sunflowers, ice cream cones and watermelon slices on soft cotton and tissue jersey fabrics reflect the same carefree excitement the spring season brings.

This is a refreshing collection heralding spring summer 13. Could it spark off more Clueless inspired creations? Someone should invent the ‘dress me’ computer programme, complete with the rotating closet… Like, totally.

For the complete album of Wildfox SS13: ‘The Kids in America’, go here.Wildfox Kids in America 2 Wildfox Kids in America 3 Wildfox Kids in America 4 Wildfox Kids in America 5 Wildfox Kids in America 6 Wildfox Kids in America 7 Wildfox Kids in America 8 Wildfox Kids in America 9 Wildfox Kids in America 10 Wildfox Kids in America 11 Wildfox Kids in America 12 Wildfox Kids in America 13 Wildfox Kids in America 14 Wildfox Kids in America 15 Wildfox Kids in America 16 Wildfox Kids in America 17 Wildfox Kids in America 18 Wildfox Kids in America 19 Wildfox Kids in America 20 Wildfox Kids in America 21 Wildfox Kids in America 22 Wildfox Kids in America 23 Wildfox Kids in America 24

3 comments

  1. patriciablaj

    I’m not sure what I’m more in awe about, the collection itself or the promotional shots ❤ They're amazing, thank you for sharing!

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