Drake's label OVO introduces a new capsule for kids entitled 'The Next Generation' collection designed for the Fall/Winter 2018 season. The name of the latest seasonal series directly refers to the rapper's old Toronto-based television show 'Degrassi: The Next Generation,' which is where he kicked off his career 17 years ago.
The collection of kids' apparel includes staple streetwear silhouettes including hoodies, letterman jackets, pants, tees, polo shirts, and even jewelry. The highlighting piece in the capsule is without a doubt the letterman jacket complete in red with the signature OVO owl emblem in black over the chest. Notably, every piece boasts the owl motif as a branding accent. The Next Generation range is now available for purchase exclusively at the Square One OVO store location.
Key Themes Behind This Trend
- Tv-inspired Capsules
- Other brands can release kids' clothing inspired by classic TV shows to tap into nostalgia and make their brand appealing to a wider audience.
- Streetwear for Kids
- More fashion brands can expand their product lines to include kids' versions of their streetwear offerings to tap into a growing market of young, fashion-conscious consumers.
- Branding with Motifs
- Other labels can follow OVO's lead in using a signature motif as a branding accent to build brand identity and distinguish their brand in the crowded streetwear market.
Where This Applies
- Fashion
- Fashion brands can innovate by releasing kids' versions of their streetwear offerings to target younger consumers and expand their market.
- Entertainment
- TV networks can partner with fashion labels to release clothing collections inspired by popular TV shows and characters to tap into the nostalgia market and engage fans.
- Retail
- Retail stores can innovate by offering exclusive capsule collections that cater to niche markets or tap into nostalgia to attract a wider audience and build customer loyalty.
