Given Wildfox‘s obsession with the ’90s, you might conclude that this was (like, totally) inevitable: a collection inspired by Clueless. But while school girl chic has been experiencing something of a revival, Wildfox haven’t used their tribute to Cher, Dionne, and Tai as an excuse to go all out on tartan mini skirts and preppy blazers (though they do appear, mandatory over-the-knee socks alongside, in a volume that’s easily wearable today). It’s a mix of Wildfox’s own style with more obvious Clueless tributes.

wildfox clueless campaign

Click the thumbnails for full pictures:
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign
Wildfox S/S '13 campaign

Slogan tees are – as always – meant as both fun style statements and conversation starters. Grunge girl ripped jeans and plaid shirts contrast against the upmarket Beverly Hills high school girl outfits of bright colours and feminine cuts. Forget about being “ensembly challenged” – in the Wildfox world, being Clueless is a good thing.

The fun campaign will give ’90s girls pangs of nostalgia. Shot by Mark Hunter you can view it at the gallery.

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