Image credit: Sergey Sokolov via Unsplash
From beaded rainbow chokers to kick flares, the fashion world is becoming an online cycle of early trends. Influencers are taking advantage of what once was on the catwalk, with a fresh outlook. It won’t be long before jeans are being worn under dresses again…
Take TikTok, for example – the social media sensation is quickly becoming a newly found fashion source for today’s youth. From style tips to Shein hauls (a brand made famous by the social media rave), the world of TikTok is becoming a fashion minefield of Y2K trends. The phenomenon is the complete opposite of the minimal, modern sense of fashion that we’ve grown to know in today’s society. Loud colours, funky prints and chunky rings are becoming all the rage.
Blumarine, founded in 1977 by Anna Molinari, is an Italian fashion brand that has been credited its comeback due to TikTok, by the likes of Refinery29 (https://www.refinery29.com/en-gb/2021/03/10378808/blumarine-fall-2021-collection-tiktok) and their point is clear: the social media giant is making ‘90s and ‘00s trends relevant again in a world of iPhones and modern technology. Slip dresses, argyle vests and cropped, fur lined cardigans are now staples in the modern teen’s wardrobe. Take influencers like Evie Clark, AKA, ‘Lovevie’: the YouTube sensation who boasts an audience of 300 thousand at just 19 years old. Her Tiktok is full of fashion styling tips and advice for teens. And, although her audience is relatively young, her clothes give off an obvious ‘90s vibe – and it’s not just her.
The fur-lined, bright green cardigans, which were once seen on Clueless, and the tie-dyed crop tops she wears will soon be seen on the Highstreet, when restrictions allow. Which makes the point: is the comeback of Y2K fashion all thanks to lockdown? With schools shut and young people locked up inside, we have all the time in the world to experiment with our style. What was once defined as ‘ugly’, in the height of the ‘10s, is now being cat walked by Gen Z, and they’re pulling it off, too.
This generation have a care for our environment like no other generation of teens, which is undoubtedly needed right now. This love for the planet has led to the thrifting of fashion, which may explain the comeback of the ‘00s style. It’s been shown that the fashion industry produces 10% of global carbon dioxide emissions every year and uses 1.5 trillion litres of water annually, according to the Intergovernmental Panel on Climate Change. So, teens have turned to thrifting to get their fashion fix. Thrifting is the purchase of pre-loved and vintage items. Thanks to sites like Depop, where users can upload their own pieces for sale, the popularity of thrifting among the young people of today is sky-high, which turns out is great for the environment - as well as the bank!
So, is this adoration for the Y2K aesthetic all for the environment, or do those fashion enthusiasts find solidarity, maybe even a comfort during the pandemic ordeal, in the nostalgia it brings them? I, for one, love seeing the rise in popularity of this style. Bring on the quirky bright colours and groovy flares!