Fashion from TikTok

How social media brought back the 2000s style and all about “y2k”

Low-rise jeans, fake nails, bulky jewelry and suits from Juicy Couture – all this is associated with the fashion of the two thousandths and Paris Hilton. Then this style seemed like a symbol of glamorous life, and today it is experiencing a real revival. The reason is simple: social networks, and especially TikTok, have made vintage aesthetics the main source of inspiration for Generation Z.

According to cultural experts, we live in a time when the cyclical nature of trends is becoming more noticeable due to overload in the fashion industry. New things no longer attract attention and seem the same, losing individuality, so young people are returning to old trends – they had their own zest and self-expression. If earlier it took 20-30 years to return a certain aesthetic, now a few videos are enough to gain millions of views. It was there that the large-scale “second coming” of the Y2K style took place: under the hashtags #y2k #2000aesthetic, users demonstrate looks in the style of Britney Spears or Lindsay Lohan, and brands quickly pick up the wave and launch new collections with a reference to the zero. For example, the Diesel brand (https://diesel.com/en-us/) returned iconic low-rise jeans and massive belts, and Miu Miu (https://www.miumiu.com/ww/en.html) with its miniskirt from a shortened suit (SS22) became a meme and a trend and a meme at the same time: it was recreated by thousands of users on TikTok in their own made versions. And of course, an incredible contribution to this wave was made by “Juicy” (https://juicycouture.com/?srsltid=AfmBOorbAKtTX7Chf83Uje4CcFn1X2DwsJQ7cwa3fGXoOrcUcORxUzbH) – velvet tracksuits, in which icons of that time appeared on the runways – from Kim Kardashian to Jessica Alba, can now be seen on every second girl. In TikTok, under the tag #juicycouture, you can see hundreds of thousands of likes and the same number of variations with which you can wear and mix them.

Moreover, TikTok has made the style of “glam zero” accessible: instead of expensive brands like Dior (https://www.dior.com/) or Dolce&Gabanna (https://www.dolcegabbana.com/en-ua/), which set the tone for all fashionistas (and do so now), users find similar things in second-hand stores, mass markets, or even create their own DIY versions of iconic accessories.

Thus, TikTok has become a kind of time machine for fashion – it has not only revived the aesthetics of the Paris Hilton era, but also given them a new life.

#fashion

#Y2K