Where Teen Trendsetters Go, Magazine Goes Too
They’ve got it all. The style, the financial clout, the fashion sense, the influence. We listen to their music, copy their threads, mimic their language, envy their Internet savvy. Where they lead, we will follow . . . eventually.
They are America’s teens--high on the totem pole of the Millennium Generation (young people ages 5 to 20), who have the collective buying power of more than $140 billion. Within this youth market, ethnic teens are seen as style arbiters, able to influence emerging fashion trends.
That’s where Girl magazine comes in. A quarterly aimed at African American girls ages 12 to 19, Girl is a savvy mix of fashion, beauty and entertainment with a knowing emphasis on individuality, cultural awareness and positive self-image.
“Ethnic teens are probably the most powerful trendsetters we have,” said Nicole Brewer, senior fashion editor for Girl. “I think we all know by now that American and European designers are inspired by what kids, including ethnic teens, wear. They look to see what they’re wearing and design their line that way.”
Girl was launched in 1999 as a multicultural teen magazine but has only recently shifted its editorial focus to reflect the interests and needs of African American girls. Its current issue reflects that change; the next quarterly issue will hit newsstands in August.
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“We are listening to our readers by responding to what they have been asking for and cannot find anywhere else,” said Julie Lewit, who with Nancy LeWinter is co-publisher of Girl. “Black teens today want to stand out as well as fit in, and will now have a magazine that will visually and emotionally express this.”
Brewer said Girl serves a niche that isn’t being served by the giant fashion glossies. “Mainstream publications don’t treat them [ethnic teens] in any special way,” she said. “Girl gives them a voice.”
And that voice is reflected in the editorial content. Names and faces such as Destiny’s Child, Countess Vaughn, Jada Pinkett Smith, Lisa Nicole Carson, Erykah Badu, Lil’ Kim and Da Brat fill Girl with stylish authority. Latino celebrities such as Christina Aguilera and Jennifer Lopez are also part of the cultural mix.
“We’ve always had divas to look up to: Aretha, Janet and Whitney,” Brewer said. “At Girl, we’re trying to create and show new divas like Brandy, Aaliyah and Lauryn Hill.”
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Girl is also acutely aware that not all of its readers are born with celebrity bodies.
“It’s not all about size 2s. All your girlfriends are not size 2,” Brewer said. “If you’re a 14, we’re going to show you how and where to get 14s. We want to affirm your fashion identity and show you how to take all these fashion options and work them into your personal style. You don’t have to look like that other girl in your class.”
Brewer said teens, especially ethnic teens, aren’t trying to imitate fashion but, rather, create “their own flavor,” drawn from movies, television and video.
“There’s almost a code of communication with teens of color,” Brewer said. “It’s there. You can see it. It’s very powerful, and it’s done without words. It’s just an expression. That’s where the flavor comes from.”
The flavors we’ll be seeing for late summer and early fall include:
* Bright colors: Oranges and hot pinks will rule.
* Bangles: Gold bangle bracelets will make a comeback. In fact, all gold accessories will be strong, including hoop earrings, ankle rings and toe rings, Brewer said.
* Fancy footwear: Fabulous flats and slides are jeweled and embroidered. Embellish!
* Muscle T-shirts and tanks: Both boys and girls like the tight tees with logos, symbols and silk-screen prints. These are worn with skirts, jeans and shorts.
“Image is a really big thing for teenagers in general,” Brewer said. “It’s all about school; it’s all about after-school; it’s all about dating. It’s all about how they’re presenting themselves. It’s teen individuality.”
