Young Class is the new Brandili brand for pre-teens

Considered pre-teens, “tweens” are young people between the ages of 11 and 14. In Brazil, they make up over 17 million and 52% of them are in the B and C classes, according to the Brazilian Institute of Geography and Statistics (IBGE). Based on this data, Brandili Textil – a member brand of Texbrasil, the Brazilian Textile and Fashion Industry Internationalization Program, developed by Abit in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency) – is introducing Young Class, which will initially be geared towards girls.

“It was three months of research and development. We sought to understand the lifestyle of this pre-teen girl and create products that make sense with her style,” says Elizabeth Brandes, commercial and marketing director at the company. The launch collection contains 24 items, with classic looks like jumpsuits, dresses and tops.

With a focus on versatility, looks were created for day and night and there is also a selection of prints chosen through target audience research. “They don’t want kids’ clothes, but they also don’t want the serious or more sensual style of a woman; moreover, they need a cut that considers their changing bodies,” explains Bruna Brandes Klein, product director for Brandili.

Created for the S/S season, the color portfolio comes in neutral tones mixed with a light and dark palette, in addition to the traditional black and white. Candy colors are also featured and come in pinks, blues, yellows and peaches. With plans to sell 100,000 pieces, Young Class is on sale now at Brazilian multi-brand and online store.

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