September 20, 2023
Fall Is the Perfect Time for ‘Dark Academia’ Trend
The aesthetic, popular on social media, combines a preppy academic look with dark colors and rustic patterns that can be featured in upcoming campaigns.
As the weather cools, the leaves fall and another school year begins, one trend with broad appeal has stayed fresh for the past few years.
The “dark academia” look, made popular in entertainment and on social media, features a classic prep school look with dark colors, rustic patterns and layered apparel. It takes its cue from iconic scholars like Rory Gilmore from Gilmore Girls, Hermione Granger from Harry Potter, Beth Harmon from The Queen’s Gambit and the preppy students from Dead Poets Society.
The “dark academia” aesthetic includes dark neutrals and patterns like plaid.
“Rich with literary undertones, moody color swatches and old, classic furnishings, the dark academia aesthetic has become one of the most widely … adopted into [consumers’] decor, wardrobe and lifestyle,” writes Keelia Clarkson for Wallflower. “A simple scroll through Instagram and TikTok presents us with endless accounts dedicated to presenting this aesthetic.”
Suppliers in the promo industry have a number of options for end-buyers looking to leverage this aesthetic for their upcoming campaigns.
1. College & University Swag
A cotton/poly sweatshirt is a must for college students. Think fleece in neutral tones, like maroon, forest green, navy, brown and black, with a screen print, embroidery and patches.
Hooded sweatshirt (A12500) from BEL Promo (asi/39552)
2. Hospitality Uniforms
Restaurant and coffeeshop staff, particularly those serving customers outside as the weather cools, can evoke a fall look with plaid shirts that are conducive to layering.
Ladies plaid flannel shirt (LW669) from SanMar (asi/84863)
3. Trade Show Outfits
Booth staff at events in the fall and winter will appreciate an academics-inspired sweater vest that’s ideal for layering with button-down shirts.
Jersey knit acrylic vest (4561) from Edwards Garment Co. (asi/51752)
4. Outdoor Retailers
Staff at outdoor retailers can evoke the autumn colors with staff shirts in neutral colors like brown, gray and black.
Mineral wash tee (200MW-A) from Dyenomite Apparel (asi/51185)
5. Company Stores
Commuting and traveling staff at financial and tech companies will appreciate a vintage-styled laptop backpack.
Flip-top laptop backpack (BG104) from Spector & Co. (asi/88660)
6. Community Events
Suggest to local organizations sponsoring movie nights, picnics and other outdoor community events that they distribute rustic blankets to attendees.
Plaid fleece sherpa blanket (1080-82) from PCNA (asi/66887)
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