IS BACK IN FASHION

Like it or hate it, kitsch is here to stay. With everyday objects masquerading as accessories and the inevitable return of Y2K slogan tees, capitalising off of ‘cheap’ or ‘cheesy’ is on the rise. Kitsch has been defined as garish, offensive and cheap, often directly ridiculing the inaccessibility of high art or fashion. Think Jeff Koons’ Orange Dog, mismatched patterns, and cliché souvenirs. Whilst the style has historically been confined to the domestic space, kitsch jumped into the world of fashion under the disguise of an accessory. In our generation obsessed with social media, irony and satire, it’s taking on a whole new persona under ‘dopamine dressing’.

Think of La Manso. In one fell swoop, la Manson and their viral acrylic rings had most of us wearing chunky, ostentatious plastic on our fingers for the best part of two years. Whilst their designs have continually been refined, and many of their fast fashion copycats have dropped the trend, it’s not difficult to comprehend the appeal of these rings. What speaks more of lurid self-expression than accessorising like never before? Once reserved for ‘weirder’ ends of fashion, the rise of dopamine dressing has transformed the violently gaudy into an artistic expression of individualism. la manso viral tikok Sensationalising all other forms of social media, TikTok’s sea of OOTDs requires even more innovation for creators to stand out. It comes as no surprise then that self-expression through joyful dressing arose out of the limelight. With all its funky colours, textures and patterns, it is distinctive against the backdrop of gorp core and millennial minimalist creators.

individualism. la manso viral tikok Sensationalising all other forms of social media, TikTok’s sea of OOTDs requires

One luxury brand continues to take the style by storm. Jeremy Scott, as creative director of Moschino, is absolutely dominating the kitsch line-up of luxury brands. Since taking over in 2013, Scott has injected some much-needed fun into the brand. Starting his namesake brand in 1997, he is a part of a group of designers who were anti-fashion. Designers like Scott, Vivienne Westwood and the Queen of Kitsch Betsey Johnson reject fashion’s status quo. Frequently drawing on cringey pop culture as a source of inspiration, it was pretty inevitable that he would enter the world of kitsch where rules don’t exist and the tasteless becomes tasteful. His debut show at Milan Fashion Week in 2014 served the iconic ‘McDonalds’ uniforms, Hershey’s chocolate bar dress, and full SpongeBob SquarePants ensembles. These unsightly designs catapulted his start at Moschino, and paved the way for his now nearly 10-year residency.

Kitsch, and Scott’s interpretation of it, doesn’t seem to be slowing down. If you compare Betsey Johnson’s handbags to Moschino’s leather Nappa Biker bags, it’s impossible to miss their mutual source of inspiration. But does this really have an effect on wider society’s fashion? The answer is an irrevocable yes. It’s not just La Manso that took to the trend, it’s evident in Emma Brewin’s OTT fluffy hats, Maxine Beiny’s ironic text-print tees, and both Croc’s current collaboration with Balenciaga and their 2021 collaboration with KFC.

One could say that simply the return of Crocs themselves around 2020 should’ve been a warning sign for the return of Kitsch and the influence of dopamine dressing. Previously tasteless, and excessively colourful with their cringe, customisable charms, Crocs are the embodiment of Kitsch. Their nostalgic silliness can’t help but spark joy. There’s something about these love-them-or-hatethem kitsch fashion items that keeps bringing them back; dopamine. How can you be sad when you’re carrying a bright pink handbag that looks like a folded jacket, or wearing a t-shirt that self-proclaims you as an attention seeker? It’s all one big marketing success of the ironic TikTok generation, determined to not take life so seriously amidst a parade of ongoing economic, climatic, and social hurdles that perpetually torment our world.

FASHION FORWARD’S UTOPIA

Written by Gabby

Ellis

Edted by Evie Baldwin

Photography by Emily Fromant

FASHION FORWARD’S UTOPIA