We are feverishly working on MR’s June dress-up issue which means that I’ve been out in the market talking to insiders about business and what we can look forward to for spring ’09. I’m writing a contemporary tailored clothing story and of course, spoke to Michael Macko, fashion director of Saks to get his expertise on the category. He said some very interesting things (which are elaborated on in the June issue), but one in particular was confirmed during Monday night prime time television.

When I asked about trends, Macko said, “The classic American movement will be big for spring ’09, highlighting preppy looks. This contemporary customer is more adventuresome and he may wear a suit with a madras sportshirt. Fashion is getting back to classic and guys understand that look.”

Ok, so I know, I may be one of the only people in this industry who tunes into the CW’s hit show, Gossip Girl (or at least the only one who admits to it). As always, the male characters are dressed fashion-forward in “J. Crew-esque” school uniforms with skinny university ties and trim-fit blazers.

However, what they were wearing outside of school was what caught my attention. Last night’s show featured the Upper East Side high schooler’s wearing exactly what Macko predicted: brightly colored madras plaid shirts under tailored jackets.

So, the show’s stylists are also pushing the trend. I was not the only viewer who noticed the prevalence of madras. New York Magazine’s Daily Intel blog said on Tuesday, “There is an offensive amount of madras at Asher's party...”

I keep hearing about more item-driven shopping patterns and that retailers need to offer new and unique product in order for men to buy. If it’s true that Gossip Girl is written for both women and men, then dressing up a casual madras shirt can be an item to get them into stores. Staying up on how younger guys dress might help on the sales floor, either with styling customers or with newness in displays. Next Monday, flick back and forth from the baseball game to Gossip Girl. The teen drama may hook you in and you may start watching it for more than just the fashion.

Gossip Girl

CW Network

8pm Eastern Time