Nostalgia has shaped our current society, our longing for comfort dominates our lives. The 2000s feels like the golden age of television, fashion and music, becoming a cornerstone of today’s society. Its timeless appeal has redefined our generation, holding a firm grip on our identity.
A major part of the decade has made a comeback on our feed: bootcut and flared jeans, messy updos, cashmere sweaters and babydoll tank tops. Our craving for casual perfection and authenticity has revived the effortless chicness of the 2000s aesthetically pleasing fashion. Social media has grown bored of designer labels and carefully curated looks. This return to nostalgic shows not only provides a source of comfort, but act as inspiration for our everyday outfits, reminiscent of a time where fashion was raw and relatable.
Fashion had only grown as a way to express individuality and increase relatability to the audience with a variety of style across staple shows, Sex and the City, Gossip Girl and Gilmore Girls are just a few that come to mind. The ‘downtown girl’ aesthetic has taken huge inspiration from Lorelai and Rory Gilmore’s layered tanks, flared jeans and cozy knit sweaters, elevating the show’s comforting charm. In direct contrast, Serena van der Woodsen and Blair Waldorf lean into preppy and high-fashion aesthetics with luxury handbags and couture gowns, captivating viewers and emphasising the exclusivity of New York’s elite social circle. Despite this stark difference, the authenticity of personal style shines in both shows. This era of TV was not concerned with aesthetic but representing identities and creating palatable characters, using fashion to shed light on complex characters and their relationship to the wider world. The distinct styling of characters mirrored society’s insecurities from our lack of belonging and identity to our ambition to break class divisions. Fashion became a way of cultural storytelling, seeing ourselves in the characters on our screens.
But not only did adult television have an impact; franchises like Bratz, Monster High and Winx Club shaped late millennials and early Gen Z’s sense of style from a young age.Personally, I still am captivated by the fairies’ transformations and the Monster High Boo York outfits. Each character’s distinctive style blended with y2k aesthetics with miniskirts, bedazzled tops and knee-high boots. What once was fun dress-up and playing pretend has become refuge to creativity and experiment with personal branding, becoming engrained into Gen Z’s culture.
This desire to return to the past is noticeable in our high street stores. Hollister’s return to babydoll cable knit top and cozy knit sweaters has solidified the 2000s chokehold on the current fashion market. However, there is no better example of the power of nostalgia than Katseye’s GAP campaign withpersonalised full denim outfits, smokey eyeshadow and Kelis’s biggest hit ‘Milkshake’. With six members from six different cultural backgrounds, GAP reminded consumers of the importance of celebrating individuality and breaking societal norms through fashion, bringing a surge of attention to the brand. It is obvious that consumers are gravitating towards timeless pieces. £200 Shien hauls and ‘viral’ pieces every other week are becoming tiresome; growing environmental concern and a yearn for identity is turning young people to curating their own wardrobe rather than giving into inspiration rooted in FOMO.
So what does this inspiration and returns in search of nostalgia mean? And why is Y2K fashion more impactful than other decades? The 2000s perfectly captures consumers wants and needs, blending comfort and style with casual yet chic pieces, something irreplicable by other eras. The return to this nostalgic sense of style reminds us that fashion should be fun and functional, encouraging us to build our own wardrobes and experiment with our style away from social media’s harsh critiques.