“Wasp, cowboy, trader... the great return of American myths”: has US fashion really become reactionary?
data-modal-image-caption= From left to right , Sydney Sweeney for the American Eagle campaign that caused controversy this summer, the engagement photo of Travis Kelce and Taylor Swift, Jeremiah and Belly, from The Summer I Turned Pretty , the most annoying couple on Amazon Prime. data-modal-image-credit=Adobe Stock/ American Eagle /> 
ANALYSIS - Featured in TV series, fashion shows, and pop culture, the American "preppy" style is appealing, beyond pro-Maga supporters, to a global youth that is losing its bearings. Is this a self-proclaimed conservatism or is it simply a pendulum effect after a decade of woke aesthetics?
They're young, they're handsome, they smell of warm sand. Since July, the heroes of The Summer I Turned Pretty have been making headlines on social media. Amazon Prime's romantic series— a never-ending love triangle —is as much a magnet as it is annoying Generation Z. The story is simple: two brothers, Conrad and Jeremiah, tanned blonds with blue eyes, vie for the favors of Isabel, known as "Belly," their childhood best friend who, as they grow up, becomes the object of their desire. It all takes place between several fictional locations (Cousin's Beach, inspired by the Hamptons; Finch College, actually UNC Chapel Hill in North Carolina), all located on the East Coast of the United States, home to the most prestigious universities and great American families.
It's no surprise, then, that our lovebirds and their friends are dressed in preppy fashion. Over the course of three seasons (the final one is currently airing), the feuding brothers have...
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