Growing up on a TV diet of My Super Sweet 16 and various shows featuring Paris Hilton I could never quite escape the fashions of the 2000s. In retrospect, it’s easy to think that the questionable crop tops and combination of jeans under skirts (something which I will never understand) should be erased from fashion history, with fashion being such a cyclical industry who knows what is going to be revived from the past. With trends from the 80s and 90s having been somewhat exhausted by both high fashion and high street, it does seem that designers could be looking at the start of the millennia as the next logical source of inspiration. Perhaps millennial fear is why fashion of the noughties was in outrageously bad taste, but just as one generation forgets about the fashion faux pas of their late teens the next picks them up as the next big thing.
Logomania is a prime example of this, the 2000s saw the craze go into overdrive with celebrities everywhere blazoned unapologetically with Burberry’s Nova-Check and Fendi’s Zucca. It didn’t take long for the enthusiasm to trickle down the fashion ladder and once Burberry was being made a mockery of in their own country by chav-culture and the association with crime, the fad began to fade. This was of course aided by the uncontrollable counterfeit market, and when sales began to fall for the brand the iconic print was retracted from designs and the circle of fashion was complete…until recently!
Seen on the runway earlier this year the quintessential Dior monogram, first introduced by Galliano in the late nineties, is back. In her latest ready-to-wear collection Dior creative director Maria Grazia Chiuri, in her words, felt the need “speak to the millennials, and understand this generation” ; if we ignore the lazy We Should All be Feminists t-shirts she has done this well. Brands nowadays have to appeal to the young and create clothes that have a certain Instagram-ability and although it seems a sad turn for the industry, the internet thirst of Generation Z needs to be quenched. Gucci is a house that has latched onto this, directing a recent accessories campaign in the form of meme culture, as well as collaborating with artists in a of series social-media takeovers. This is simply how people see fashion in contemporary times and for a brand not to utilise the internet as a mass advertising technique is senseless.
Pop culture in the noughties had a direct correlation with the need to publicise the activities of any celebrity at any time, and more celebrities meant more paparazzi. So what would Britney wear on her Sunday morning grocery shop if she didn’t want to be plastered all over TMZ by that afternoon in a story entitled Oops Don’t Do That Again? The velvety loungewear of Juicy Couture of course. In 2003 alone the brand reportedly earned profits exceeding $200 million, with the endless commercial sustenance from the likes of J. Lo, JT and just about anyone who was living in LA in the years 2000-2006. Vetements SS17 consisted almost entirely of collaborations, one of which was with this Y2K megabrand, the pieces in question caused hysteria amongst fashion fans as a possible catalyst for the new wave of old trends.
A resurrection of other long forgotten trends is sure to arise in the near future, so dig out your best pair of three quarter length trousers and start preparing for the noughties Renaissance.