In August 2019, sportswear giant Nike released stylish back-to-school footwear that was inspired by a popular stationery item. The silhouette is the women's Air Max Tailwind IV and the upper boasts a mixed material aesthetic that creates attention-capturing contrast with a red-pink gradient and black piping.
The timely theme of the back-to-school footwear is rather subtle and hidden. However, it is still prominent enough to catch the wave of anticipating that time of year again. The scholastic element of the Air Max Tailwind IVs is reserved for the insoles of the shoes which have been adorned with "marble composition notebooks dotted with scribbled graffiti." The product effortlessly combines a sporty aesthetic with comfort. The vibrant colorways and the created contrasts surely add a visual appeal.
Image Credit: Nike
Key Themes Behind This Trend
- Notebook-inspired Footwear
- The trend of creating footwear inspired by non-fashion items, such as stationery, offers a disruptive opportunity for sportswear companies to tap into new consumer markets.
- Back-to-school Fashion
- The trend of creating fashion items specifically marketed towards students going back to school offers an opportunity for retailers to target a specific consumer demographic during a seasonal period.
- Mixed Material Aesthetic
- The trend of mixing different materials and textures to create visually striking designs offers an innovation opportunity for fashion designers to create unique and attention-grabbing products.
Where This Applies
- Sportswear
- The sportswear industry can capitalize on the trend of creating footwear inspired by non-fashion items to diversify their product lines and attract new customers.
- Retail
- Retailers can take advantage of the back-to-school fashion trend to create targeted marketing campaigns towards student consumers during the seasonal period.
- Fashion Design
- Fashion designers can explore the mixed material aesthetic trend and incorporate it into their designs to create visually striking products that stand out in the crowded fashion market.
