Preppy-style children's clothing is a type of clothing that emphasizes the theme of campus culture. With the increase in household incomes and parents' investment in children's education, the market for preppy-style kidswear is continuously expanding and brand competition is intensifying. Most brands incorporate various academic styles, such as sports academy style, American academy style, casual academy style, etc., to meet the ever-changing needs of consumers. In the future, the market will develop towards personalized customization, digital marketing, and environmental sustainability. Brands need to constantly innovate and improve product quality to meet the increasing demands of consumers. At the same time, brands should also focus on environmental protection and sustainable development concepts to win the favor of consumers.

For the KENZO Spring/Summer 2023 collection, artistic director Nigo dips into the archives with silhouettes and motifs that allude to the designer’s discovery of the brand and the fashion landscape he was exposed to as a teen. Most of all, the collection showcases an array of de- and re-constructed pieces of the iconography of Kenzo Takada, and finds inspiration from the DC Brand Boom of 1980s Japan where colorful and cartoon-ish animal motifs meshed with the fashion culture of Paris—the spirit of SS23.