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If There’s Only One Retro Trend You Buy Into This Year, Let It Be This

Throughout the last few years, there’s been a growing shift in
the fashion influencer space. Being a tastemaker often means having
a strong visual aesthetic, one that’s similarly appreciated in the
fashion design world. While the creativity and drive that can help
to launch an influencer’s success don’t always translate to being a
good designer, for some, like Alyssa Coscarelli (better known by
her Instagram handle @alyssainthecity),
it can. With 307,000 followers to date, it’s clear there’s a good
deal of social media users who share in her creative vision, or at
the very least, find it inspiring.

For her latest endeavor, Coscarelli teamed up with Aperçu, a
luxury sunglasses brand whose specialty includes partnering with
internet cool girls to create playful acetate designs. Together,
they’ve dreamed up a capsule collection of retro-inspired frames
that manages to perfectly sum up Coscarelli’s approach to her
personal style.

Anyone who’s a loyal follower of Coscarelli’s won’t be surprised
by the collection’s design and color choices. Mixing timeless
vintage items with cool and modern designs (both with her fashion
choices and with her home décor) has become her M.O. Her acetate
rectangular sunglasses feel very mod and come in an array of
retro-friendly colors.

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But as much as the sunglasses collection was designed with her
own tastes in mind, she’s also continuously conscious of what her
followers will enjoy. She explains, “Toward the end of the design
process with Aperçu, we were deciding between two shapes—one
fairly typical cat-eye, and the more rectangular frame we
eventually settled on. I knew the typical cat-eye would technically
be more wearable, but the rectangular frames really felt like me.
I’m lucky that my followers can also appreciate a unique, personal
approach to style—something I know firsthand from previous
collaborations, and from engaging with them daily, so I felt
comfortable going the riskier route with a bolder frame shape
despite knowing that the cat-eye might be more widely
received.”

More than anything, Coscarelli likes to bring an air of
discovery to her platform. With these rectangular frames, she hopes
that her followers will “be excited about a sunglasses shape they
might not already have in their collection. I know I’m biased, but
they honestly looked amazing on everyone. I’m so excited to
continue seeing the frames on friends and followers around the
world.”

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Coscarelli is no stranger to brand collaborations. Her extensive
roster has included curating pop-up shops and designing capsule
collections with the likes of New York–based jewelry brand Local
Eclectic and
Petite Studio, a fashion brand that caters specifically to
women 5’2″ and under.

Coscarelli enjoys the freedom of working with a range of smaller
brands. Unsurprising since that same ethos of supporting indie
brands is what’s helped her to amass such a large following. She
shares, “To me, that’s where the magic really happens.
Collaborating with brands and co-designing products are some of my
favorite aspects of my career, and I plan to hone in on that even
more in the coming year or two.” As for whether there will be some
eventual plan to go the route of launching her namesake brand, she
says, “No plans for my own label at the moment, but I do have an
idea I’m fleshing out for a platform that makes collaboration an
even more core part of my career and my platform.”

With #ad sponsorships being such an integral part of the
influencer community, it’s still a novel idea to see popular
Instagrammers choosing to add collaborations to their revenue
stream. For Coscarelli, she sees it as a win for in an industry
that still carries some stigma against the Instagram famous crowd.
“I’m excited that brands are really recognizing the power that
influencers have beyond just selling product, but also their power
creatively and entrepreneurially/marketing-wise. I think they’re
really starting to see the real benefits that come with tapping
into the minds of influencers on a deeper level—not just
regularly sponsored content, but through product collabs and
larger-scale collaborations.”

We’re apt to agree since this new trend won’t be going anywhere
anytime soon. Coscarelli views collaborations as a positive shift,
saying, “It’s a win for the brand who gets access to a creator’s
vision and audience, and for the influencer who gets the resources
(manufacturing, product expertise, etc.) while also being able to
promote something they’ve built and actually believe in rather than
just a one-off #ad. So everyone wins, really.”

Shop the new Alyssa Coscarelli x Aperçu collab below.

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Up next, the only
vintage trends that matter in 2020.

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