There are numerous design principles that can guide strategic decisions and determine good product design. Despite the interest in the two-factor theories, such as the Most Advanced Yet Acceptable (MAYA) principle, limited studies have examined both typicality and novelty in apparel products. The main objective of this study was to explore via experiments the MAYA principle specific to apparel products. By drawing from the preference-for-prototypes theory and the MAYA principle, in this study the effects of specific aesthetic properties of apparel products on consumer responses are examined.