By Clove Morgan
We saw it with the ‘80s, the '90s, and the 2000s; we just can’t stay away from breathing life into long-dead trends. The last decade or so has been an ongoing pendulum swinging between iconic years in fashion. Every once in a while, the cycle of fashion trends turns out an older style with some degree of modern spin–but the gaps between these turnouts are getting shorter and shorter, and now we’re being sent back to 2010.
Trend cycles tend to have short shelf lives. Of course, there are undeniable staples to the closet that we’ve picked up throughout the years, whether personal or universal. I need at least three pairs of Converse at all times, and one piece must be pink. I have abandoned some things, like black skinny jeans, too-deep side parts, and my affinity for ankle boots. There is nothing wrong with an ever-evolving style; that’s what is fun about fashion. That being said, you can’t deny the guidance of trends that introduce us to methods of styling, new or old.
Looking at the past decade of trends, we can see how different influences of pop culture have had a direct effect on fashion. For example, when Stranger Things was initially released, we suddenly saw 80s pieces popping up in malls and online stores again. Post-Covid America reintroduced the mid-2000s with iconic television shows like Gossip Girl, Gilmore Girls, and a wide variety of reality TV made a reappearance on our screens.
These trends come in the form of waves, a big swooping reoccurrence of fond nostalgia and inspiration for clothing companies to draw from. Even in the 2010s, we began taking bits from the 90s and implementing them back into everyday wear. Keep in mind this was the height of Tumblr, alternative pop, and boy band culture. Millennials were the central demographic for marketing in the fresh fashion world. There was plenty of hair dye, chokers, and flannels to go around–a strong indication of ‘90s grunge was the look of the 2010s. Looking back on it, Millennials driving the '90s comeback makes complete sense, given they were born and raised the first time the trends were being introduced.
This leads one to think that the generation that ranges between their teens and twenties craves the familiarity of their younger years in fashion. We are seeing it now with Gen Z bringing back Y2K with an unashamed love of flare jeans, baby tees, and The Twilight Saga. There is a clear pattern of the majority demographic determining the next big fashion trend on the horizon. When quarantine came to a close, we were eager to get back out there and explore the new opportunities our closets may have to offer–not to mention a rise in second-hand fashion use.
Now, we are reentering the 2010s. As I mentioned before, these waves are getting closer and closer together with a constant cycle of multi-decade influence making their rounds. On social media, you can discover an ocean of different styles and fashion subcultures. The seventies rock star, mermaid-core, coquette, and trad goth, just to name a few on my own FYP alone. Undoubtedly, the spectrum is only broadening as our unique voices and new platforms to express them become more abundant. But I have also seen some familiar favorites from the 2010s resurfacing again.
First, let’s establish some of the major music influences of the time. One Direction, Lana Del Rey, Twenty-One Pilots, and Halsey, if you were an avid surfer of Tumblr. I was a big fan of Marina and The Diamonds myself, but to each their own. No matter what, you cannot deny the impact of the music industry on any decade's fashion. Lana Del Rey singlehandedly brought flower crowns into the spotlight. Vintage band t-shirts, often showcasing a Metallica or Guns & Roses visual on the front–we’re seeing this now with band merch and oversized t-shirts warranting the reuse of our previous purchases.
From 2010-2019, we saw a rise in flannel demand and soft alternative silhouettes that required black tights, skater skirts and dresses, ripped jeans, and graphic tees. Online spaces were a major kickstarter to widespread trends as they reached more screens at an accelerated pace compared to the pre-technology era when it would take years for trends to travel from cultural hubs to rural areas. I have seen quite a few recent posts regarding nostalgia for the internet culture of the 2010s, including the rise in fandoms, music-based gatherings (like Coachella), YouTube, and even old app icons.
Nostalgia and familiarity are the foundation of marketing for a lot of consumers, conscious or subconscious. We have a desire to stay fresh and new with the safety net of things we have seen before. I am an unashamed follower of trends, but am also proud to say I know my own style. Establishing your sense of self with your closet includes the things that shaped you growing up, so we are going to see the reoccurrence of the 2010s just as we did with the 70s, 80s, 90s, and most recently, Y2K. The waves are inevitable and even more reason to think sustainably when it comes to your purchases so that they last for the inevitable comeback in upcoming years. I’m just excited to finally pull out my plaid and tall socks with boots combo again.
Comments