The Revival of Y2K Fashion
Every few years, the fashion industry gets a blast from the past. The most recent example of this being the resurgence of Y2K fashion. From low waist jeans to velour tracksuits, Y2K fashion is dominating the latest trends. Much like other trends, Y2K fashion was first influenced by many factors, like celebrity culture or even economic status. So what exactly is Y2K fashion and who are the icons and inspirations behind it?
Y2K fashion refers to fashion trends from the late 1990s to the 2010s, which were molded by many things. The bright flamboyant neon colors and heavy accessories of the 80s influenced the extravagant fashion of the 90s and 00s. Additionally, the Y2K fashion style was also shaped in part by luxurious consumerism. The times of the 2000s were seen as a time full of prosperity and optimism. This g’ popularized logomania, when a brand logo is plastered all over a piece of clothing.
The 90s and 00s had the fall of many department stores. During the year 1999, department stores had sales that added up to over 200 billion dollars. However, with years that followed, that amount had slowly started to dwindle. With the fall of classic department stores, fast fashion companies, namely Zara, H&M, and Forever 21, were on the rise. Fast-fashion retailers offer cheap trendy clothing that is manufactured rapidly, despite being heavily unethical.
An example of Y2K fashion.
The 2000s were filled with many bold fashion statements, like bedazzled clothing. These trends are heavily influenced by celebrity fashion icons. Britney Spears, for example, was well known for her fashion in the 2000s. Most notably, her iconic denim dress she wore to the 2001 AMAs. Another celebrity big on the fashion scene at that time was Paris Hilton, who was credited for starting a lot of the signature Y2K trends, from juicy couture tracksuits to rhinestones newsboy caps, and ruffled tank dresses.
However, it is important to note the whitewashing of Y2K fashion. An article from The 34st Street stated “....much of the iconic Y2K aesthetic dominating our digital landscape, as well as other iconic 2000s fashion staples, are similarly the products of Black culture.” The clothes made popular in the 2000s were predominantly worn by Black women. They were called “ghetto” for their looks, only for the same looks to become “trendy” and “cool”. Blaque, 3LW, and Destiny’s Child popularized integral aspects of the Y2K style such as low–waisted jeans, neon camisoles, and mesh shirts.
The cyclical nature of fashion trends means that we’re always seeing fashion inspiration from past decades pop up again in our trends in current years. With a pandemic affecting all aspects of our lives, it’s reasonable to be nostalgic and take a look at past trends. The lipstick effect, which is the theory that when the economy goes down, people tend to buy more designer items, might be another reason why Y2K fashion is back. The dazzling details from the Y2K aesthetic may be a way to bring color to a depressing time. Of course, social media also played a major role in the comeback of Y2K fashion.
Social media platforms including Instagram and TikTok have a lot of content centered around the Y2K style and aesthetic. Due to the rise of thrifting, and online second-hand stores like Depop, adopting this style is made remarkably easy. Y2K fashion is accessible to many, and that has led it to become even more popular. Maybe it’s because we are facing similar times to those in the 1990s, or maybe it’s because staying at home has enabled us to dress more outrageously. Overall, the style has appeared again, and it would be interesting to see its effect on future fashion trends.
SOURCES:
"1980s Fashion: Styles, Trends & History"/Retro Waste
"The Ultimate Guide to Y2K Fashion," April/College Fashion
"Top 10 Celebrity Fashion Icons of the 2000s," Anjelika/College Fashion
"The Rise and Fall of Logomania," Mary Stringham/Mission Mag
