As the back-to-school season approaches, British university students are finding themselves at the centre of a new fashion trend. Brands are increasingly targeting campuses, seeking to capitalise on students' influence as tastemakers in the age of social media.
The lines between UK and US campus culture are blurring, driven by algorithms that encourage similar styles across borders. Social media is filled with students from both countries sharing dorm room makeovers and library outfit checks, with the only differences being accents and labels. This has created a powerful illusion of campus life that brands are eager to monetise.
Kim Kardashian's shapewear label Skims has launched its first 'Campus Collection', featuring dorm-approved pieces like jersey capri pants and cropped hoodies. Asos offers a 'Student Edit' with over 2,000 items, while PrettyLittleThing's 'Back to Class' campaign showcases preppy styles in a library setting. Even Shein has introduced a 'Campus Babe' programme, recruiting student ambassadors.
Marketing experts say students are a crucial audience because they are early adopters and influence household spending. The trend is partly driven by 'RushTok', a social media phenomenon where US sorority applicants share their experiences, including outfit-of-the-day videos that have gone viral globally.
Brands are tapping into this energy without directly referencing rush week, packaging college culture in an aspirational yet relatable way. As campuses become increasingly politicised, fashion brands see them as fertile ground for youth marketing.
