Why are tweens no longer aspiring to dress like Britney? One reason is that in response to criticism from concerned parents, many tween entertainment properties are now featuring more innocent (and wacky) looks. As such, tweens are seeing their role models wearing cardigans instead of tube tops and they want to do the same. Additionally, tweens these days are much closer to their parents and are hyper-conscious of anything that could upset them. As the generation gap closes, tweens are truly looking to their parents for second opinions and are seeking parental approval in their clothing choices. Because of this, tween girls are increasingly taking fashion cues from their mothers who are themselves following Karl Lagerfeld's "new modesty" trend. Also driven by the recession, women and girls of all ages are looking to spend money on conservative pieces that work for any occasion instead of flashier pieces that might not be in style next season.

Clothing companies such as Splendid (pictured above) and Ella Moss Girl are picking up on this switch from flesh to fresh and are marketing high-end apparel for the stylish yet conservative 8- to 12-year-old girl. Both brands feature colorful, trendy looks that are playful in an innocent and modest way. Another big trend among the tween set is the resurgence of leggings that allow girls to be active and run around the playground even in the most stylish of dresses. Justice, an offshoot of Limited Too, is also offering fashionable, preppy clothing for tweens on a budget.

Brands and marketers should keep in mind this "new modesty" when targeting tween girls and their parents. And while looking to tweensetter franchises is never a bad bet, it's wise to remember that there is a new set of tweens in charge: Malia and Sasha Obama are sure to be tweensetters as the world watches their girly White House antics, and many young girls continue to associate the Obamas with exactly the kind of positivity and values they are trying to exude.