2013 Teen Choice Awards Showcases Millennial Style, Fads, and Shopping Power

Millennial starlets stayed out past curfew and stepped out in fashion this weekend to celebrate the 2013 Teen Choice Awards on Aug. 11.

For the most part, jewelry choices were subtle, adding a touch of sparkle to colorful ensembles. “I thought nearly everyone was dressed very appropriately for this event. Fun, youthful, not too ‘done’,” says jewelry designer Wendy Brandes.

Teen Choice Awards cohost Lucy Hale, who stars in the drama series Pretty Little Liars, was right on trend with a Houghton crop top and skirt, accessorized with a pair of Bar rings and a stack of Blade cuffs by Boston-based jeweler Sophie Hughes.

Bar rings, photo courtesy of Sophie Hughes Jewelry

Other highlights of the night include Glee star Lea Michele, winner in the category for favorite TV actress in a comedy, who accessorized her youthful, pink Oscar de la Renta dress with jewels from the Tiffany & Co. Atlas Collection. She stole the show with her heartfelt acceptance speech dedicated to her late boyfriend and costar Cory Monteith, while wearing Cory’s name on a gold chain.  

Fan-favorite Selena Gomez showed ex-boyfriend Justin Bieber what he’s missing with double thigh-high slits, accessorized with turquoise  Neil Lane jewelry.

Hale’s Pretty Little Liars costar, Shay Mitchell, wowed in plunging jumpsuit by Jenni Kayne and completed her sophisticated look with earrings and a ring designed by Michele Obama favorite Kimberly McDonald.

Shay Mitchell in Jenni Kayne jumpsuit and Kimberly McDonald jewelry; photo courtesy of Kimberly McDonald


Kimberly McDonald 29.78 ct. museum quality double crystal opal and diamond earrings; photo courtesy of Kimberly McDonald

While many Gen-Y attendees opted for more subtle looks, wild child Miley Cyrus, who won the Candies’ Fashion Trendsetter Award, broke the mold in leather dominatrix inspired get-up.

“Of course, there’s got to be a naughty, rocker girl in black leather at every party, and Miley Cyrus did that beautifully in Saint Laurent,” Brandes says. “The only thing that Miley—a notorious fan of the rump-shaking dance known as twerking—was missing was my new “TWERK” necklace!”

Wendy Brandes “TWERK” necklace; photo courtesy of Wendy Brandes

Even if you don’t know what twerking is, it is essential to pay attention to the fads, trends, and shopping habits of millennials, as this group is greatly influencing the retail sphere. “Now is the most important time for brands and companies to tap into the elusive and dynamic Gen Y/millennial market segments,” says Ben Smithee, CEO of Spych Market Analytics. “With the power to make or break brands via their digital and social savvy, Gen Y’ers are seeking transparency and authenticity.”

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