2020s in fashion

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COVID-19 mask at the inauguration of Joe Biden
, her grandfather

The fashions of the 2020s represent a departure from

2010s fashion and feature a nostalgia for older aesthetics.[1] They have been largely inspired by styles of the late 1990s to mid-2000s, 1980s, and late 1960s to early 1970s[2][3][4][5][6] Early in the decade, several publications noted the shortened trend and nostalgia cycle in 2020s fashion.[7][8][9][10][11] Fashion was also shaped by the COVID-19 pandemic, which had a major impact on the fashion industry, and led to shifting retail
and consumer trends.

In the 2020s, many companies, including current

Shein and Temu, have been using social media platforms such as TikTok and Instagram as a marketing tool.[12] Marketing strategies involving third parties, particularly influencers and celebrities, have become prominent tactics. E-commerce platforms which promote small businesses,[13] such as Depop and Etsy, grew by offering vintage, homemade, or resold clothing from individual sellers. Thrifting has also exploded in popularity due to it being centered around finding valuable pieces of clothing at a reasonable price.[14]

General trends

COVID-19 pandemic

Main article: Impact of the COVID-19 pandemic on the fashion industry
COVID-19 masks
from Germany, 2020.

During the COVID-19 pandemic, wearing a face mask became a common and often mandatory practice.[15] The mask shortage, the desire for self-expression, and the ability to quickly make masks without specialized technology soon led to a multitude of mask designs.[16][17]

Fashion that prioritized comfort, style, and safety also became more popular during the pandemic, including sneakers,

loungewear, athleisure, pajamas, and "Zoom tops", shirts kept close to a wearer to be put on for a video meeting.[18]

Athleisure and activewear

In the United States, athletic wear such as unisex yoga pants, hoodies, athletic shorts,[19][20] Crocs, sneakers, and sweatpants were staples in millennial and Gen Z wardrobes, although these were generally less form-fitting than the athletic wear fashionable in the 2010s. Despite the return to maximalism in certain fashion circles, the vast majority of Americans were still choosing comfortable clothing. This preference for comfortable and affordable clothing can be attributed to the growing emphasis on casual and relaxed styles in everyday life.[21] Additionally, the ongoing athleisure trend reflects a shift towards prioritizing functionality and versatility in fashion choices.[22][23] Some people might blame the COVID-19 pandemic for the prevalence of casual clothing, but some market research indicates that athleisure never really went out of style.[24][25] In fact, athleisure has been gaining popularity for years due to its ability to seamlessly transition from the gym to everyday activities.[26] This trend is further reinforced by the increasing focus on health and wellness, as people seek clothing that allows them to stay active and comfortable throughout the day.[27][28][29][30][31]

Maximalism, Fashion Essentials and 2010s backlash

As the decade started,

fashions of the 2010s. After two years indoors, many younger people started to channel their restless energy into cheery, upbeat fashions.[32] Gen Z fashion enthusiasts found themselves dissatisfied with minimalism and millennial fashion, considering it to be lacking in self-expression and gender neutral representation.[33] All facets of popular culture were impacted by the resurgence in maximalism, especially fashion, interior design, music, and the arts.[34][35][36][37] Although maximalism had made a comeback in online fashion communities, the vast majority of Americans' wardrobes still used minimalism as a wardrobe building block. The TikTok algorithm repurposed minimalism as a selection of curated aesthetics and "fashion essentials" that appeal to Gen Z youth.[38][39]

Although they were a fashion must-have in the

social media influencers on TikTok said that skinny jeans were no longer a symbol of youth culture, causing controversy among fashion bloggers and millennial women.[41][42][43] Separating one's hair to the side (side-part) was also considered to be out of style by Gen-Z influencers.[44][45] The term cheugy was coined to describe "tacky millennial fashion."[46][47]

Internet aesthetics, micro-trends and anti-fashion

The acceleration of new fashion trends and micro-trends, made possible by social media platforms such as Tumblr, Pinterest, Instagram and TikTok, led to shorter trend cycles and faster manufacturing processes by global clothing producers (fast fashion). The pollution linked with fast fashion led to the birth of anti-fashion micro-trends.[48][49] The trend cycle was moving so fast that there were niche rivals for 2010s fashion and 2014 Tumblr.[50][51][52][53][54]

Women's clothing

Early 2020s (2020–2022)

Late 1990s–2000s revival

2020: Women wearing late 1990s & early 2000s inspired clothing.

As the decade began,

Beyonce,[60] leather skirts, ankle length skirts, sheer skirts;[61] and culottes.[62]

From 2020 to 2022, desirable colours in the US and Europe included

lemon yellow, orange, red, and brown.[67][68]

Popular shirts, coats, and dresses from this time included

pantywaist tops sometimes with cap sleeves, cashmere cardigans,[67][71] and oversized 1980s-inspired[72][73] dog's tooth check jackets popularized by Kaia Gerber and Miley Cyrus
.

Revived popular shoe and accessory styles included

Doc Martens
.

Some women also shifted to fair trade, vintage, and

tencel, linen, organic cotton, and recycled polyester.[78]

Workplace

video conferences.[75][79]

In India, Pakistan, and Ceylon, Generation Z girls repurposed the

blush pink, often being seen as a modern and corporate look.[80]

1960s influences

pop-art-inspired top, miniskirt, and cardigan with checkerboard
motif.

The spring of 2021 saw a revival of

slim jeans[84]
were popular pants among younger women.

Other favoured styles included

hot pink, orange, yellow, and purple.[91]

Comfortcore, Cottagecore and Coastal Grandmother

The lockdowns of the COVID-19 pandemic led a whole generation of women worldwide to prefer homely and comfortable clothes to wear at home. From 2020-2022, many subtrends emerged from this so-called "comfortcore" movement.[92]

refer to caption
Cardigan and flannel coats worn by Taylor Swift, representative of the cottagecore subtrend.

A nostalgia-driven subtrend was

cardigan sweaters and earth tones like olive green, brown, sage green, marigold yellow, tangerine orange, and ecru.[95]

"Retirement-wear" was a subtrend where young

pastel pink flip-flops, woven tote bags made from recycled fabric, and straw beekeeper style sun hats.[100]

Mid 2020s (2023-present)

Dopamine dressing and the Big Look

Continuing on from the

bootcut legs, jeans with glittery heart or star-shaped details, chunky white or black sandals, and zebra print tote bags.[107][108]

Big, oversized garments were often made from translucent materials and featured cutouts intended to expose the wearer's bare shoulder, thigh, or

aquamarine, cyan, turquoise, and royal blue.[110][111]

Glamour wear

In Britain and America, luxury fashions often with shiny or metallic detailing became popular

Crombie style overcoats.[127] Desirable colors included silver, black, white, navy blue, dark green, sky blue, and bronze. Many younger women hired going-out outfits from websites like Net A Porter rather than buying fast fashion dresses and only wearing them once on a night out.[128]

Balletcore Fashion

Main article: Ballet and fashion § Balletcore

Ballerina-inspired fashion in the mid-2020s had a significant impact on the fashion industry, influencing both high fashion runways and mainstream street fashion.[129][130] This trend drew inspiration from the graceful and elegant aesthetic of ballet dancers, incorporating elements such as soft tulle fabrics, delicate lace, wraparound silhouettes, ballerina skirts, and ballet flats into clothing designs. The trend also emphasized a more feminine and romantic style, with pastel colors, flowy skirts, and off-the-shoulder tops becoming popular choices for fashion enthusiasts in Singapore, the UK and America. The influence of ballerina fashion extended beyond clothing, inspiring hairstyles such as soft buns and loose waves, as well as delicate accessories like ribbon chokers and ballet slipper-inspired shoes. Ballerina-inspired fashion brought a sense of whimsy and ethereal beauty to the fashion world during this period and also increased the popularity of ballet-inspired workout wear, with brands creating collections that combined functionality with a balletic aesthetic.[131][132][133]

Men's clothing

Early 2020s (2020–2022)

Late 1990s–2000s influences

2020–21: Korean men in the 1980s and 2000s-inspired outfits fashionable in the early 2020s.

From 2020 onwards, many

thrift shop
finds.

Popular trends in the UK, Italy, Sweden, China, the US, and

club wear — especially brightly patterned camp shirts.[135][136][137][138][139][140][141][142][excessive citations
]

Other popular items include

patch pockets.[143][144][145]

2000s fashion trends featured

long sleeve polo shirts, silk skinny ties, tapered high-waisted pants, brow line sunglasses, pleated khaki chino pants, mid-washed jeans, tie dye socks, oversized sweaters, and more. These trends were popular among Welsh soccer fans during the 2022 Fifa World Cup.[146][147][148][75][149][150][151][152][153][154][155][156][157][158][159][160][161][excessive citations
]

Common footwear included classic

army surplus
.

Desirable colours included white; orange; brown; black; yellow; greens, such as olive and lime; blues, such as indigo, sky, cyan, and navy; and tans, such as khaki and taupe.[138]

As a result of the increase in

loungewear and athleisure such as black monotone sneakers, navy hoodies, shorts, and even dark grey sweatpants.[170]

Due to gym closures, digital

wristwatches as many younger men in Europe and America subscribed to online apps for tracking and planning their exercise routines at home.[171][172] In the UK,[173] Middle East, and some parts of Africa,[174] keffiyehs were used in an attempt to block viruses[175] and to show support for Palestinian nationalism.[176][177][178]

1980s revival

Actor Jean Cruz wearing early 1980s-inspired outfit in 2021

Due to many 2000s fashions being

coronavirus lockdowns of 2020–21.[183]

In Britain and the US, clothing that regained mainstream popularity included clothes with sports logos

Plimsoll shoes,[139] towelling polo shirts,[193] turtlenecks, and t-shirts featuring vintage-inspired graphics such as muscle cars, comic book characters,[198] and brands such as Coca-Cola
.

Colours such as green, grey, navy blue, red, black, white,

2021 film.[199][200]

Workwear and street fashion

Oversized workwear-inspired outfit worn by indie rocker Sam Fender in 2021.

Since the late

safety boots resembling sneakers, black or khaki Dickies 874 pants,[203] and folded knit caps became wardrobe essentials during this period.[204][205]

Gender neutral clothing

Måneskin
in androgynous outfits.

Genderless fashion is a global movement with ties with women's and LGBTQ liberation.

Pink Panther and Betty Boop motifs, feminine blouses in leopard print,[211][deprecated source] and silver or bright colours like pink and orange[134]
were particularly common.

Men on the red carpet were also embracing accessories like

fuchsia.[219]

During the early 2020s, many young men in America favored shorter athletic shorts, sometimes referred to as "hoochie daddy shorts", with a 5-inch or even a 3-inch inseam.[220][221] Several factors contributed to the rise in popularity of 5-inch shorts, including the popularity of men's thighs on social media, a greater acceptance of gender-fluid clothing in mainstream fashion, and general comfort and fashion trends.[222][223][224][225]

Originally

fetish wear for the bedroom.[228][citation needed
]

The leading trendsetters in androgynous fashion during this time included

Ru Paul, Jodie Harsh and gay singer Sam Smith,[235] drag queen-inspired outfits went mainstream.[236] Influential designers included Harris Reed, JW Anderson, and Bode
.

Mid 2020s (2023–present)

Vintage Americana and patriotic motifs

western shirt
in 2023.

From 2023-24, the predominant colours in Britain, Australia, France and America were red, white

reefer jackets were popular on both sides of the Atlantic.[251][252]

Eclectic Grandpa

The "

dress pants, and various tweed accessories especially flat caps. Celebrities such as Harry Styles, Kendall Jenner, Gigi Hadid and Tyler the Creator have played a significant role in popularizing this trend among the mainstream fashion public in the UK and America.[253][254][255][256]

Youth fashion

E-kids, emo and alternative

Androgynous outfit worn by alternative singer Yungblud in 2023

In 2020, internet and social media access re-popularized 1990s and 2000s subcultures and fashion trends, including the

skaters, shoegaze fans,[257] and mall goths.[258][259][260]

Self-proclaimed "alt" Gen Z youths, including many

pop punk revival of the early 2020s was associated with acts like Machine Gun Kelly, Olivia Rodrigo and Yungblud, as well as 2000s groups like Paramore releasing comeback albums.[261][262][263][264][265][266][267][268]

E-kid culture of the late 2010s and early 2020s was influenced by

E-girls, as did horror-themed Netflix series such as Wednesday Addams or the Chilling Adventures of Sabrina. Striped long sleeve T-shirts, Hot Topic branded clothing, gothic makeup, BDSM accessories, tennis skirts, dyed hair, and thigh highs are wardrobe essential for the e-girl look. At the same time, the term e-girl also came to bear a negative connotation due to its connection to sex work and cultural appropriation, leading to the term's decline in cultural popularity.[271][272][273][274][275][276]

Hip hop, vamp and Opium

British rapper Stormzy wearing all-black outfit in 2022.
white supremacists
.

American record label Opium, founded by musicians including Playboi Carti, Ken Carson and Destroy Lonely was another source of inspiration for streetwear trends in the 2020s. Designer clothing, leather, and BDSM-inspired accessories made up the Opium aesthetic. This Goth-inspired hip-hop trend includes designer jewelry, dyed dread locs or braids, and layered monochromatic outfits.[283][284][285][286][287] Opium faces criticism for members Playboi Carti and Ken Carson's history of domestic abuse arrests.[288][289]

VSCO girls and Preppy

Black American
woman with a kidcore-inspired outfit and brightly dyed hair in 2021.

Nike Elite socks in many different colours. Due to the extensive mockery and overexposure this subculture endured on TikTok, the term VSCO girl became quickily phased out of popular culture despite the clothing's continued popularity throughout the decade.[292][293][294][295][296][297]

Although the term "

Stanley Cups, Drunk Elephant skincare products and Lulu Lemon and Zara clothes are essentials for achieving this look. Brands such as Brandy Melville, Nike and H&M were also popular.[301][302][303][304]

Soft grunge and kidcore

Main articles:
kidcore

In the early 2020s, American indie kids adopted a youthful aesthetic, taking cues from Japanese

indie rapper Russ and Australian rapper the Kid Laroi.[310][311] Critics criticized the anti-conformist and environmentally friendly trend, which involved reselling cheap second-hand clothing at inflated prices.[312][313]

Indie sleaze

Maximalist outfits worn by indie girl group Wet Leg
, 2022.
Main article: Indie sleaze

In contrast to the brightly coloured, childlike outfits popular in America, and the mismatched clothing previously worn ironically by

Noughties-inspired outfits, to the original British Invasion.[314]

Members of the UK indie subculture combined

bowling shoes, brothel creepers, and parkas.[320][321][322]

Old money, dark and light academia

2020: example of a Dark Academia outfit.

The dark academia aesthetic, which combined elements of preppy fashion and gothic fashion, was heavily influenced by 1930s and 1940s fashion, particularly attire worn by students at Oxbridge, Ivy League colleges, and prep schools during the time.

Cardigans,

old money aesthetic. The typical colour palette consisted primarily of black, white, beige, browns, dark green, and occasional navy.[324][325] The style has been criticized for its having themes of Eurocentrism and unhealthy learning practices.[326][327]

A closely related style, known as "light academia", was characterized by neutral and light colours, including soft blues, pinks, whites, creamy yellows, beige, light greys, light purple, pastel and dusty colours, plaid, stripes, and argyle patterns reminiscent of the preppy look of the early 1980s. Variants to this style, which originated in America as an internet trend, included "pastel academia," "romantic academia," and "chaotic academia."[328] Unlike dark academia, light academia is about positivity, self-care, and the warm and pleasurable parts of life.

Goblincore, fairy grunge, Coquette

Goblincore, also known as gremlincore, is an American subculture and style of art based on the enjoyment of features of nature that are not conventionally considered beautiful. The goblin is an evil thieving creature in European mythology, but it also serves as a carefree expression of infatuation with nature's ugliness. Animals like frogs, snails, and materials like moss, dirt, plants, and fungi like mushrooms are associated with goblin core.

Goblincore sweater

Goblincore was popular in the

crust punks in the late 1990s. As many goblincore enthusiasts were comfortable with getting dirty, keeping their clothes clean was not a priority.[330]

Fairy Grunge clothing at an Urban Outfitters store

Fairy grunge combined the aesthetics of fairycore, coquette, and grunge. Social media creators were mostly responsible for popularizing this aesthetic. Fairy grunge can be seen as a natural extension of the kinderwhore style — which has deep roots in grunge — but with a more ethereal note. Fairy grunge often included oversized t-shirts or hoodies, long or mini skirts, nightgowns, corsets, mittens, gloves, skull patterns, mesh tights or fishnets, high knee socks, leg warmers, platform Demonia shoes, fairy wings, and elf ears.[331][332]

Nymphet, also known as Coquette, is an aesthetic that draws on a character cliché first used by

classism.[334] Some writers[attribution needed] have made the argument that Coquette could be viewed as a feminist way for women reclaim girlhood and innocence.[335][336][337][338][excessive citations
]

Barbiecore, McBling, and gyaru

All pink Barbiecore inspired outfit worn by actress Margot Robbie in 2023

Bimbocore, also known as

leftist TikTok communities.[340][341][342] McBling, a similar aesthetic, was commonly mislabeled as Y2K. Millennial pink as worn by Margot Robbie in the Barbie film,[343] Rhinestones, small handbags, large sunglasses, and pop music define this aesthetic.[344][345][346]

Bimbocore was criticized for glamorizing the

sugar baby lifestyle, Bimbo Feminism[347] and adult platforms such as OnlyFans, but that did not end the movement's popularity with Gen Z.[348][349][350] McBling has also been thoroughly criticized for racism, whitewashing, classism, and fatphobia.[351][352][353]

Gorpcore

olive green, khaki, beige grey marl, and horizon blue. The style reuses and incorporates style inspirations from previous style generations and similar outdoorsy styles. The style is somewhat open for interpretation because it is fairly new, making it flexible and creative, although certain patterns and forms often help classify an outfit as gorp.[354]

Brands associated with Gorpcore aesthetic include

trekking shirts with short sleeves and snap fasteners,[355] knit caps
, big headphones and racer-glasses.

The fashion style attempts to align with the desire for sustainable fashion, and often relevant clothing element pieces can be found in vintage, second-hand, or thrift shops. Additionally, designer pieces that fit the mode can be found in e-commerce stores like Depop or Thred-up.

The style is unisex, reflecting how people search for new ways to incorporate previously underutilized categories of utilitarian outdoor activity-related clothing into modern urban settings.[357][358][359][360]

Hairstyles

Women's hairstyles

Actress Úrsula Corberó with wolf cut

Due to the restrictions on

2000s fashion-inspired straightened and brightly dyed hair was made popular by Doja Cat and Billie Eilish from 2021 to 2022.[273]

Common hair accessories included pearl and sequin

shaved head, bangs, and the pixie cut.[369]

From 2023 onwards, a longer straightened version of the bob cut, sometimes dyed blonde, became popular among middle-class women in Britain and America.[370] In 2024, ultra long hairstyles made a comeback. [371]

Men's hairstyles

Japanese man with curtained hair.

Beginning in 2020,

hipster subculture declined in popularity,[372] except in parts of the Middle East, Africa, Eastern Europe, and Latin America. When worn, beards in the West have generally trimmed short[373] to accentuate the wearer's features and facilitate masking.[374]

Hairstyles of the late 1980s, 1990s and early-to-mid-2000s such as side parted or centrally parted

buzz cuts at home during the lockdown.[383] Young males began growing mustaches in the summer of 2022, partially inspired by Miles Teller's role in Top Gun: Maverick.[384][385][386]

Cosmetics trends

Skincare

Common skincare techniques in America during the early 2020s included "slugging" the face and hair with petroleum jelly.[387][388][389][390] Many Indian, European, Australian and American women and men also used sunscreen along with vitamin C and Retinol serums in the form of a liquid, cream or gel[391][392] to reduce fine lines, protect against sun damage, improve collagen production, reduce blemishes, and address pigmentation issues.[393][388][394][395]

In April 2021, influencers on TikTok popularized Gua sha, a Chinese skincare technique that uses face stones to promote blood and energy flow. Another Asian technique, using rice water as a hair treatment, simultaneously gained popularity in the West.[396] Baby botox was sometimes injected into the foreheads of young women to prevent wrinkles as a preventative treatment.[397]

Makeup

The clean girl look evolved from the previous decade's model off duty aesthetic. The term was coined during the early 2020s to characterize the

fatphobia, which affected its mainstream popularity.[401][402]

The

maximalist graphic eyeliner trend of 2022 allowed British and American women to emphasize their eyes with vibrant colours and geometric designs. Graphic eyeliner made headlines and introduced women to new methods to experiment with facial makeup.[403][404][393]

Tattoos

From 2021 onwards, new tattoo styles emerged among younger

Tribal tattoos and hyperrealistic portraits of loved ones popular during the 2010s declined.[407]

Plastic surgery

The

canthal tilt became a topic of discussion for men and women, due to social media platforms such as TikTok.[416][417][418]

Exhibitions

2020

2021

2022

  • "Fashioning Masculinities: The Art of Menswear" March 19 until November 6, 2022, at Victoria and Albert Museum in London[420]
  • "Africa Fashion" July 2 - April 16, 2023 at Victoria and Albert Museum in London[421]

2023

  • "DIVA" June 2023 - April 2024 at Victoria and Albert Museum in London[422]

Gallery

  • Singer Jack White wearing striped Madcap England blazer, 2021.
    Singer Jack White wearing striped Madcap England blazer, 2021.
  • Teen girl wearing early 2020s fashion trends.
    Teen girl wearing early 2020s fashion trends.
  • 2021: Nikki Phillips in Fashion Week.
    2021: Nikki Phillips in Fashion Week.
  • Student in 2022.
    Student in 2022.
  • Woman attending 2022 Fashion Week.
    Woman attending 2022 Fashion Week.
  • Clothes for sale in 2021.
    Clothes for sale in 2021.
  • Actress Dove Cameron sporting early 2020s makeup trends.
    Actress Dove Cameron sporting early 2020s makeup trends.
  • The mullet/shaggy hairstyle became a popular hairstyle among men.
  • Indonesian girls wearing face masks in 2022.
    Indonesian girls wearing face masks in 2022.
  • 2020: Blush pink dress designed by Shey Natividad for DC Fashion Week.
    2020: Blush pink dress designed by Shey Natividad for DC Fashion Week.
  • Stand-up comedian Kurtis Conner wearing early 2020s mullet hairstyle and mustache.
    Stand-up comedian Kurtis Conner wearing early 2020s mullet hairstyle and mustache.
  • Actor Finn Wolfhard wearing early 2020s Indie Fashion
    Actor Finn Wolfhard wearing early 2020s Indie Fashion
  • Haim and Taylor Swift in glamorous, grunge-inspired all-black outfits in a 2022 concert.
    Haim and Taylor Swift in glamorous, grunge-inspired all-black outfits in a 2022 concert.
  • Elderly man dressed up in Stockholm in 2023
    Elderly man dressed up in Stockholm in 2023
  • Icelandic pop artist Laufey dressed in a high-collared tank top and jeans.
    Icelandic pop artist Laufey dressed in a high-collared tank top and jeans.
  • Contemporary Chinese Mao jacket, 2023.
    Contemporary Chinese
    Mao jacket
    , 2023.

See also

References

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