Fashion & Beauty

With Neon Rebels, Maisonette is Taking On the Tween Market

By Alejandra García • August 19, 2026

“Social media has completely changed how fast tweens discover trends, brands, and aesthetics. Kids are developing opinions about fashion and personal style so much earlier today, and they’ve become real co-pilots in household purchasing decisions,” she adds.

In a recent study of Gen Alpha from research firm GWI, a “clear majority” of eight- to 11-year-olds have a say — sometimes the final say — on purchases in their home, while parents say their tweens influence up to 50% of their spending. “We’re addressing that shift by intentionally taking a much more editorial approach: offering fewer, better choices that have been carefully vetted for quality, design, and age-appropriateness,” Durett says. The real opportunity is giving kids genuine agency over their style without asking parents to give up their role in the process. That’s where the power of co-shopping really comes in.”

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This co-shopping ethos is embedded in the site’s design. “Rather than leaning into traditional ‘kids’ branding, we wanted it to feel much more like the visual world Gen Alpha is naturally drawn to — and millennial parents grew up with,” Durrett says. To her, this meant a mix of ’90s youth culture, vintage catalogs, zines, bold color, raw typography and collage. “There’s a real nostalgia there for parents, but we’re reinterpreting it in a way that feels fresh for this generation,” she says.

Neon Rebels is leaning into nostalgia for its marketing, too. Though it will target parents via traditional social ads, it’ll reach younger users offline. It’s a smart move, as more countries enact social media bans for under-15s and -16s. “We feel strongly that this age group shouldn’t be on social media, so we will reach tweens primarily offline with events and analog catalogs,” Nicholas says.

For parents keen for their kids to dress beyond the confines of Brandy Melville and new tween-favorite Edikted, Neon Rebels wants to provide an elevated multi-brand experience, as sites like Moda Operandi and Mytheresa are to the Zaras and Aritzias of the adult clothing market. But will the kids buy in?

The founders are confident that, given the right destination, tweens will be keen. “Social media certainly drives awareness for brands and trends, but what tweens are really looking for is inspiration and individuality,” Nicholas says. “They want to mix, match, and customize their looks rather than just wear a mass-produced uniform. Neon Rebels delivers that same sense of cool discovery, but through an intentionally curated lens.”