2000s Nostalgia: How Fashion Has(n’t) Changed
It’s 2000: you’re watching MTV’s Video Music Awards, drooling over JLo’s iconic all-white look (which, of course, included low-rise jeans, a bedazzled crop top, and a bandana) and Christina Aguilera’s cut-out, one shoulder gown and chunky highlights—if you missed these looks, I’m sure you’ve seen throwback looks inspired by them. While fashion and the way it’s marketed have evolved tremendously, the 2000s have and will continue to influence the industry today.
Just because 2020 is over doesn’t mean we’re ready to reflect on the negatives of “the worst year ever,” according to TIME Magazine. But on a lighter note, did anyone else feel like 2000s fashion trends made a major comeback throughout last year specifically? If there’s one thing I’ve learned from fashion, it’s to keep staple items from different time periods. With the advancement of technology and social media platforms allowing fashion to become more accessible over recent years, trends have been returning at the 20-year mark (as opposed to the previous 30-year cycle). It’s true—fashion really does repeat itself, and now at an increasingly quicker rate!
To give some more evidence on this claim, let’s do a rundown of some of the top trends that made a comeback last year:
Small handbags were (figuratively) huge throughout all of 2020—high fashion brands brought back these signature 2000s vibes, setting an example for brands around the world. From Paris Hilton in the 2000s to Bella Hadid in 2020, the iconic Prada Mini Nylon Bag was revamped to become the Re-Edition 2000 & 2005 Mini Bags, with the Re-Edition Mini Bag 2005 arguably claiming the spot as the favorite it-girl bag of the year.
In addition to these sleek baguette bags, wearing hoodies under blazers was one of my personal favorite unisex trends of the 2000s, as it combines the elements of comfort and put-togetherness. This look making a comeback in 2020 was perfect timing, as Zoom meetings call for cozy but presentable attire. There were also some more interesting outfit choices, like this reporter’s accidental suit-jacket-with-no-pants look. Other honorable mentions for my favorite blast from the past trends include flared jeans, monochromatic looks, and ribbed crop tops.
While the trends back in the day seem quite familiar to what we saw this past year, how they were marketed and advertised shows the stark differences between pre and post social media eras. In the early 2000s, designers and editors dominated the fashion; runway shows introduced new looks, while magazines captured and put them in tangible form. Celebrity endorsements on commercials were popular, but advertisements via social media platforms had not yet become a trend. Platforms such as Myspace, Facebook, and Twitter were just being launched throughout the mid to early 2000s, with Instagram trailing in 2010, so this was very new to marketers and consumers alike. To state the obvious, social media drastically changed fashion as years went on; it went from being an exclusive, untouchable industry to one that is interactive and fluid, creating space for further growth and talent. Today, consumers have much more say in the fashion world as social networks have taken precedence over other marketing avenues.
Smartphones and social media platforms have surely made the shopping experience much easier, with trends and items at our fingertips. However, with the ease of use and trends recycling themselves much quicker, fast fashion retailers such as Zara and H&M have become increasingly popular. Fast fashion is cheap clothing that follows the trends of high fashion designs, allowing everyday consumers to mimic outfits of celebrities and models on the catwalk. However, since new trends are emerging at record speed, fast fashion puts a tremendous amount of pressure on consumers and the environment-- surely, this has contributed to the fashion industry becoming the second largest polluter in the world after the oil industry.
With fashion’s negative environmental impact becoming out of control, one of the up-and-coming, and hopefully permanent, trends within the fashion industry is sustainability. With the fashion industry projected to produce 25% of the world’s carbon budget by 2050 if nothing changes, brands such as Everlane, Levi’s, and Reformation have stepped up their sustainability efforts. Patagonia has quickly become an environmentally conscious leader; their website advertises its environmentally conscious brand purpose via an entire tab dedicated to activism, with the headline being, “We’re in business to save our home planet.” But Patagonia doesn’t just talk the talk, they walk the walk: nearly 70% of their products are made from recycled materials, with their goal to hit 100% by 2025. With 88% of consumers wanting brands to help them become more sustainable as they’re learning about the detrimental effects of fast fashion, it would be in the best interest of sales and the planet for brands to make the switch.
Another transition that millennials and Gen Zs are forcing the fashion industry towards is focusing more on influencers, most namely, on Instagram. Celebrities are the original influencers, with their paid advertisements going back as far as newspapers in the 1900s, television commercials beginning in the 1960s, and social media posts as platforms were launched throughout the 2000s. However, with social media opening doors for fashion to become more interactive, everyday individuals and bloggers with social media pages focused on fashion have joined this sector.
While the trends back in the day seem quite familiar to what we saw this past year, how they were marketed and advertised shows the stark differences between pre and post social media eras. In the early 2000s, designers and editors dominated the fashion; runway shows introduced new looks, while magazines captured and put them in tangible form. Celebrity endorsements on commercials were popular, but advertisements via social media platforms had not yet become a trend. Platforms such as Myspace, Facebook, and Twitter were just being launched throughout the mid to early 2000s, with Instagram trailing in 2010, so this was very new to marketers and consumers alike. To state the obvious, social media drastically changed fashion as years went on; it went from being an exclusive, untouchable industry to one that is interactive and fluid, creating space for further growth and talent. Today, consumers have much more say in the fashion world as social networks have taken precedence over other marketing avenues.
Smartphones and social media platforms have surely made the shopping experience much easier, with trends and items at our fingertips. However, with the ease of use and trends recycling themselves much quicker, fast fashion retailers such as Zara and H&M have become increasingly popular. Fast fashion is cheap clothing that follows the trends of high fashion designs, allowing everyday consumers to mimic outfits of celebrities and models on the catwalk. However, since new trends are emerging at record speed, fast fashion puts a tremendous amount of pressure on consumers and the environment-- surely, this has contributed to the fashion industry becoming the second largest polluter in the world after the oil industry.
With fashion’s negative environmental impact becoming out of control, one of the up-and-coming, and hopefully permanent, trends within the fashion industry is sustainability. With the fashion industry projected to produce 25% of the world’s carbon budget by 2050 if nothing changes, brands such as Everlane, Levi’s, and Reformation have stepped up their sustainability efforts. Patagonia has quickly become an environmentally conscious leader; their website advertises its environmentally conscious brand purpose via an entire tab dedicated to activism, with the headline being, “We’re in business to save our home planet.” But Patagonia doesn’t just talk the talk, they walk the walk: nearly 70% of their products are made from recycled materials, with their goal to hit 100% by 2025. With 88% of consumers wanting brands to help them become more sustainable as they’re learning about the detrimental effects of fast fashion, it would be in the best interest of sales and the planet for brands to make the switch.
Another transition that millennials and Gen Zs are forcing the fashion industry towards is focusing more on influencers, most namely, on Instagram. Celebrities are the original influencers, with their paid advertisements going back as far as newspapers in the 1900s, television commercials beginning in the 1960s, and social media posts as platforms were launched throughout the 2000s. However, with social media opening doors for fashion to become more interactive, everyday individuals and bloggers with social media pages focused on fashion have joined this sector.
Influencer deals have become more common than not within the fashion industry, with discount codes and affiliate links allowing for individuals to receive percentages of sales, creating incomes and even full-time careers for themselves. Additionally, brands such as Urban Outfitters have even gone so far as to use influencers’ photos on their website to showcase products, taking it a step further than just having them post on their personal social media accounts. Many argue that influencer marketing has become advertising—89% say ROI from influencer marketing compares to or beats other means of marketing, with brands projected to spend up to $15 billion on influencer marketing by 2022. But, as with all new things that quickly rise to the top, backlash follows. I’m sure you’ve seen “#Ad” numerous times on influencers’ social media captions-- this is thanks to the FTC (Federal Trade Commission) cracking down on the rules of promotional Instagram posts. It’s now mandatory for influencers to disclose if their post is an advertisement, as many people (including myself) felt that posting an item or brand without disclosing that you were compensated for it was misleading and deceiving.
Speaking of the pound sign becoming such a powerful symbol, it’s allowed for more tangible contribution to trends as well, whether you’re an influencer trying to expand your following or an Instagram user who just wants to share their passion for fashion. With the use of hashtags on social networks now being universal, consumers can add to the conversation and find something they’re searching for. An up-and-coming fashion blogger might add “#FashionInspo #OOTD #StreetStyle” to an Instagram caption in hopes that people searching these hashtags will stumble upon their photo. Or, someone in search of a specific item might search a hashtag to get outfit inspiration, such as “#LeatherBlazer.”
Reflecting back, it all makes sense when comparing how I used to dress as an early teen in the 2000s to teens in 2020—while I had to stalk the Abercrombie website for new arrivals to figure out the latest trends, teens today can do a 5 minute scroll through Instagram or TikTok and round up 25 different ways to style the ever so popular Zara Wide Leg Jeans. The launch of social media platforms was great news for marketers, as it became much easier to target a far larger audience—more specifically, Gen Zs, who rely on social platforms for pretty much everything. But as the recycling rate of trends continues to increase over the years, seeking out sustainable brands needs to become a priority for all fashion lovers (no, this is not an #Ad). While times have changed, the decade we all loved will continue to live on through fashion, music, culture, and 2000s themed parties (please tell me you’ve seen those all over TikTok?!). As a bid to early 2000s music… Alexa, play “Bye Bye Bye” by NSYNC.