OPINION PIECE
Y2K – WHY GEN Z IS RELIVING THE MILLENNIAL ERA Trend experts have known it for a long time, but no one wanted to believe them. Perhaps out of sheer denial? When it comes to reliving fashion highlights, the noughties are the most recent decade in living memory that still seems a little bit too close for comfort. But everyone – well, almost everyone – is in Y2K fever right now. Gen Zers in particular are celebrating the millennium comeback more than ever – and the brands are reacting. A closer look at the differences of opinion on the low-rise, corset top, cargo pant, midriff-baring, tinted sunglasses revival. TEXT CHERYLL MÜHLEN
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The relaunched pop culture of the noughties couldn’t be any more visible. So it’s no wonder that the looks from this iconic decade are also making a comeback. Many of us, the actual ‘eyewitnesses’ of the era, aren’t exactly over the moon about it and would prefer not to sport the souvenirs from our own too-recent history ever again. Trigger warning: low-rise jeans and bare midriffs! Those of us that couldn’t quite carry off the look back then, or chose not to, won’t be keen to see its return. But interestingly, the generation born in Y2K are thrilled about the trend and brands are proving more than happy to oblige, with ready-towear labels like Miu Miu, Connor Ives, Missoni, Blumarine and Versace leading the way, as well as 2000s icons like Von Dutch, Ed Hardy, Buffalo and Juicy Couture. The only one missing is Miss Sixty.
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From long-forgotten to vintage For some, it might be a shock to hear that the 2000s were already more than 20 years ago. Just like the 70s were back in the 90s – also from a fashion point of view. So what we might consider to be cardinal styling sins are actually cool and vintage in the eyes of today’s ‘kids’. But even the biggest critics have to admit that the sight of some of the newly launched fashion pieces might have an element of nostalgic joy to them, reminding us of a time that, from today’s perspective, certainly seemed more innocent. The digital era came at us like a tidal wave, at a time
when social media platforms were just getting into their stride and friend requests were still from people we actually knew. The first iPhone revolutionised our understanding of what a mobile phone could do back in 2009, and the first female German Chancellor was elected, swiftly followed by the first black American President: a sense of progress and hope permeated life, promising better times. With the benefit of hindsight, we know that underlying important issues were ignored for far too long, but the pandemic, the climate crisis and the current political situation were all far off and unimaginable back then. No doubt we were more naïve, but also more carefree. Between fast fashion and second-hand These days, we are more mature and also more honest with ourselves as a human race. This is palpable in the changing perceptions of our own bodies and the drive to save the planet. Anyone who wants to flaunt their midriff is free to do so – whether they have a six-pack or not. And when it comes to buying fashion, we’re also doing a little better than we used to: what started as a TikTok trend during lockdown could well be the beginning of a lucrative resale market. There are a lot of treasures still piled up in people’s basements just waiting to be resold. So anyone who is ready to leave their memories behind and make young fashionistas happy can sell their gems on one of the many second-hand platforms. But great noughties must-haves from the Y2K era are not just confined to private resale. Companies like Urban Outfitters are bringing ‘old pieces’ back by recycling and repurposing items from their archive. After all, it’s not like anyone is going to be reinventing the wheel anytime soon. As we know, fashion has always been cyclical, so ultimately it was only a matter of time before the 2000s were the next big thing. The reason why it seems different for us is that it’s the first round of many. So why not settle in and enjoy the trip down memory lane?
PHOTO ALANA O’HERLIHY FOR ED HARDY
Anyone who experienced the turn of the millennium might currently feel like they are suffering an endless case of déjà-vu. The fourth part of The Matrix is showing in cinemas, Tobey Maguire is reprising his role as Spiderman and even Ben Affleck and Jennifer Lopez are back to being Bennifer again. Britney Spears is hitting the headlines with her #FreeBritney movement and, yes, even Paris Hilton is making an appearance every now and again. So hot!
