Instagram included the term "Dark Academia" in its 2022 trend forecast report. It earned 18 million views on TikTok, gathered 100,000 posts on Instagram. Google reported a 4,750 percent increase in traffic looking for things related to the subculture. All of these point to the same conclusion — welcome to the Dark Academia craze.

Dark academia is a social media aesthetic and subculture associated with higher education, classic literature, and classic arts. It shares similarities with the Goth subculture, from the romanticization of dark beauty to the angsty color palette.

Screenrant's Kayleena Pierce-Bohen has listed The Umbrella Academy, A Series of Unfortunate Events, The Queen's Gambit, and The Magicians as some of the shows that fit the aesthetics. The trend has been criticized for the lack of diversity and encouragement of unhealthy lifestyle choices, such as sleep deprivation, overworking, obsession, and potential high alcohol and caffeine usage. However, the fashion industry immediately embraces it. 

The fashion aesthetic features the 1930s and 1940s style prominently, especially the preppy look. Key items include cardigans, blazers, dress shirts, plaid skirts, Oxford shoes, and clothing made of cashmere, wool, and tweed paired with linen and cotton.

Dark Academia mainly utilizes black, beige, dark brown, dark green, with the occasional touch of navy blue, dark orange, cream, gold, and deep burgundy. Dark Academia outfits often layer pieces over each other, featuring minimalist patterns, such as houndstooth, plaids, and argyle, or no pattern at all.

Secondhand shopping is the popular option, but supporting your nearby local brands might be the better option in this economy. Lucky for you, we have summarized the three most recommended local brands if you want to try sporting some Timothée Chalamet-ish Ivy League look this new year.

HATTACO

 

 

 

 

 

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Indonesian preppy look enthusiasts are no strangers to Rani Hatta. The designer is known for her high-quality modest fashion that knows no gender. Her affordable second-line Hattaco was launched in 2018, offering street-style preppy wear that became quickly popular. 

The brand recently introduced its new neoteric attitude collection comprised of versatile, casual, sporty, unisex items. It features high-quality cotton, polyester, and stretchy fabrics paired with denim jackets, structured suits, multi-pocket coats, sweaters, and loose pants in oversized silhouettes.

Based on dark colors, the collection also featured some pop of colors like green and blue. Hattaco is available on its official website and Shopee, but the collection is exclusively available in Fashionlink x #BLCKVNUE, Senayan City, Jakarta.

Shop at Velvet

 

 

 

 

 

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Established in 2011 by architects turned fashion entrepreneurs couple Yessi Kusumo and Randy W. Sastra, Shop at Velvet is one of the pioneers of social media-based fashion brands.

Known for clean silhouettes, earthy tones paired with black or white, high-quality manufacturing, and affordable prices, Shop at Velvet remains popular among young office ladies. However, with the recent rise of menswear and unisex fashion, the brand has also been venturing into the realm of men's fashion.

The brand is the best bet for those who want to follow the trend but would love to remain outside the Not-Safe-For-Work section. You can find Shop at Velvet goods on its official website, Shopee, Tokopedia, Zalora, Bobobobo, Lazada, and GoStore.

Day and Night

 

 

 

 

 

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Day and Night is one of Indonesia's local fashion brands established by two sisters, Yelly and Konny Lumentu. Its creative director, Yelly, was awarded the Golden Needle Award by Esmod Paris during her college days.

The brand's name represents two sides of a day, and as a result, monochromatic pallette has always been its signature. It is also often seen to add handmade touches to the designs, making some of the pieces feel a bit costly, but the first-rate quality makes up for it.

Championing tailored cuts and premium fabric, Day and Night is definitely a suitable option for those who aim to look preppy but still edgy. Day and Night conceptual ready-to-wear pieces are available online on its official website and Tokopedia.