Feel good young fashion this summer season; Boho rocks it for girls this season while black and white underpin the boys’ look

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Jet’s Summer 2015 collection for young fashion launches on 26 August this year in tandem with its new flagship store launch in Cresta Mall, Johannesburg and a refreshed brand look. This season boho dominates girls’ fashion with denim’s treatment this summer embracing the destroyed look. Boys’ fashion is underpinned by blacks and whites as a basic foundation. Younger boys fashion has become edgier while young girls fashion sees characters like Minnie Mouse setting the trend.
 
Jet General Manager children’s wear Achim Kunkel says that monochrome black and white is still on-trend with white on white emerging as a key element. “Bright pastels are also prominent in the colour palette with mint and coral used with pops of neon to freshen it up. Key prints are bold stripes and geometrics while check, picnic checks and tartans remain.” Kunkel adds that for younger girls, characters this season sees Frozen, Minnie Mouse and Barbie at the top of the agenda. “Everyone is also trying to say something cool and quirky slogans will be one of the biggest trends, many relating back to social media with hashtags, emoticons and language derivatives used on platforms like WhatsApp.” He adds that boys and girlswear have become more edgy.
 
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“Longer length tees and and shirts along with active wear have become key elements for boys fashion this summer,” says Kunkel. “Graphics remain one-colour with numbers and destination themes the most popular.” He says that the monochrome urban sporty look has become a lifestyle trend and is expected to continue this season, including for younger boys. “Key looks for summer include a built-up look with black and white underpinning all looks. Urban sports and tropical lingers this season.” Kunkel adds that late summer will see colour dropping into mid-tones for the holiday period, anchored and balanced with strong colour statements like blues, grey, mélange, black and other neutral shades.
 
With the launch of Jet’s new brand identity and the new-look Cresta flagship concept store,  the brand’s focus on ‘Feel Good Fashion’ also extends to the shopping experience. “It’s all about our customer and driving value. Our new concept store is based on our customer and what she wants and aspires for. It is designed to capture relevance, ease of shopping and provide inspiration. It is very unlike the traditional Jet and showcases our fashion in a way that it has never been before.”
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