Dress for Success-ion: Roy Family Fashion Choices Driving Sales of Baseball Caps
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Whilst TV shows often showcase bold fashion statements, HBO’s Succession has boosted the popularity of the humble baseball cap once again.
As season 4 hit the screens in March, fashion brand, Nautica are reporting a huge increase in sales of the simple accessory. In the last 30 days alone, there has been a staggering 500% increase in sales of baseball caps and a 140% increase in searches month on month.
Rather than opting for outlandish shows of money – with one character even shunned for carrying a Burberry bag in one scene – characters in Succession opt for more subtle signs of wealth, with the baseball cap a standout accessory across the four seasons, and ‘quiet luxury’ at the forefront of their fashion choices.
“It’s clear that shoppers are influenced by the on-screen style, and effortless trends such as this one, are easy to get on board with” explains Tim Peck, Head of Design at Nautica. “It’s also common to see styles come in and out of fashion and the recent 90’s nostalgia trend may also be feeding into the baseball cap popularity.”
Fans of the show will know the cap has had a leading role since season one, with Logan Roy paving the way with understated fashion choices, and as Kendall Roy’s signature suit took a backseat as the seasons progressed, the baseball cap took its place.
“The fashion world has embraced the cap in recent years,” says Tim, adding “Once reserved for sportspeople or celebrities hiding from paparazzi, it’s now become a statement accessory for all, adding a relaxed, effortless look to an outfit.”
We can expect the baseball cap trend to stick around this summer, as fashion week in Tokyo and Seoul saw streetwear designers bringing the cap to the catwalk, and Pinterest data showing a 36% increase in searches for ‘baseball cap outfit’.
While the Roy family may be spending thousands of dollars on their humble baseball caps, you can definitely add this on-trend accessory to your wardrobe for a more reasonable price.
