The preppy style, defined by collegiate-inspired looks, is making a strong comeback in 2025 and 2026, appearing on runways from major designers like Ralph Lauren, Prada, Brunello Cucinelli, Dior, and Fendi. This trend is seen as a shift from the maximalist phase of big logos and branding, moving through "quiet luxury" to a more colorful and patterned aesthetic that blends sportswear with tailored pieces.
Designers such as Jonathan Anderson at Dior have fully embraced the preppy trend, showcasing modernized versions of classic items like Donegal tweed jackets, repp ties, pinstriped oxford button-down shirts, and salmon chinos. Similarly, Celine under Michael Rider has introduced swingy camel coats and cropped argyle sweaters, while Ralph Lauren has seen its stock climb significantly, with a 35% increase year-to-date and 78% over the last 12 months, indicating a strong market response to its core preppy offerings.
Heritage brands are also seeing a resurgence. Brooks Brothers, credited with popularizing many preppy staples, is experiencing strong sales in sportswear, with Michael Bastian, its creative director, noting high demand for tweed sport coats, button-down shirts, and various neckwear. J. Press, an Ivy prepster brand founded in 1902, is planning a major comeback in the US under new creative director and president Jack Carlson. The brand, which currently has 80 stores in Japan with sales of ¥208.4 billion ($1.36 billion) in fiscal year 2025, aims to expand its US presence from three to 20 stores and increase US revenues tenfold from just under $10 million in fiscal year 2024 to $100 million by 2030.
Today's preppy trend is not just about recycling old styles; it incorporates modern twists. Examples include Vivienne Westwood's punk-inspired school uniforms, Ann Demeulemeester's angsty varsity stripes, and Conner Ives' crested polos. The aesthetic emphasizes a lifestyle, moving beyond mere class signifiers to a more personal and even subtly seductive approach, as seen in Eli Russell Linnetz's cropped polo shirts and Raimundo Langlois's low-rise jeans. Consumers are seeking authenticity and quality, with J. Press, for instance, offering made-in-USA suits for $1,695 and "shaggy dog sweaters" for $275.
Fashion experts believe this trend will have lasting power. Jack Carlson of J. Press and Rowing Blazers states that the preppy look is "perpetual" and that its influence is currently in ascendance, having "really hit its stride in 2025." The current iteration allows for breaking traditional rules, encouraging modern, creative edits to classic preppy elements while maintaining the core appeal of American sportswear and Ivy styles.
