Where Did All The Tween Fashion Go?

Pre-teen fashion, in its prime, existed as a definitive shopping option in the retail realm. Now, through the evolution of fashion trends and social media, the category has seen the commodification of its world blur into one large “young people” category.

Demisharle Davis, 12, has over 234,300 followers on TikTok. She first started exploring fashion at age 10 when her mom finally let her start dressing herself. She, too, enjoys shopping at brands like Lululemon and, more recently, H&M. She previously disliked the latter store because she could only shop in the kids' section, but now that she’s able to explore the main women’s section, it’s become a favorite of hers.

“When I first was shopping for clothes, I used to think, ‘Oh, someone would probably bully me if I wore this, so I’m not going to get it,’ but now I’m trying to stop caring about what other people think,” she says. “I’ll shop at Cotton On Kids if they have something there I really like.”There’s this current belief that tweens aren’t shopping at targeted retail stores anymore, but that’s not entirely true. Some still do for their particular needs.

Harper Zilmer, 14, who often posts “Get Ready With Me” videos to her 2.7 million followers on TikTok, says nowadays she and her friends love to shop at brands like Zara and H&M. “My style is ‘Preppy Lifestyle,’ think brands like Lululemon and Aviator Nation,” she says. “But then I’d also say it’s very Vanilla and Clean Girl aesthetic. I know everyone else is against all these trends nowadays but whatever. I like the slicked-back ponytail and cozy look so much.

Adults tend to see tweens and teens alike as this enigmatic microcosm using cores, trends, and fashion as an end to a means of fitting in. According to

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