Figure 11. Image from Virtual.
Figure 12, 13. Images from eyeellike.
The aesthetics of the their online stores (apparel websites) consist of animations and pastel colors that remind people of childhood, or more specifically, girlhood. Jenss’ research on the teen blogger Tavi Gevinson’s retro fashion contents posted in the early 2010s says that her images show underlying ideas of “adolescence and femininity, suburban time and place, cultural memory and nostalgia.”101 These themes can be found in the aesthetics of images of the Y2K products, as well as editing of the photos. As shown in Figure 11, images of the same model in the same posture are arranged in a mechanical looking way that almost looks like repeated images of a doll done by copying and pasting, or by only changing the doll’s outfits. 101
Jenss, Heike. “Cross-temporal explorations: Notes on fashion and nostalgia.” 37
