#Y2K, #Barbiecore, #wiirdgirl online prefer youth, these hashtags are just as much trends which generate millions of views. A phenomenon that tell me the time and influences the world of fashion.
Have you ever heard? aesthetics ? Chances are the answer is no. And that’s okay, because this strange phenomenon is happening on TikTok, the favorite social network of 12 to 25-year-olds, which now has a billion users worldwide every month. These aesthetics (which can be translated as “style currents”) are hashtags that bring together fashion videos produced by Internet users themselves. Last: trends viral (trends) are called #Barbiecore, #wiirdgirl or #oldmoney. And teenagers love it. every day this content gets millions of views, sometimes reaching a billion. Sometimes crazy, always coded, these aesthetics feeding on past trends, remixing them, hybridizing them, “rebooting” them into apparent novelty. And the pace is fierce. It’s barely here, it’s already gone. What may only be an anecdote is proving to have a major impact on the fashion business. Because the public of interest, the famous Gen Z, is the focus of all the attention of the community, which scrutinizes its new use and consumption habits to predict.
Where Instagram offers the idea of longevity, with TikTok we are in the culture of the moment
Vincent Grégoire, trend hunter for Nellie Rode’s style office
“It’s simply impossible to do fashion these days without watching TikTok,” notes Vincent Gregoire, trend hunter at Nelly Rhode’s Style Office. “If Instagram remains the barometer in terms of aesthetics and the production of new talent, TikTok is gaining ground, and this since the Covid crisis, he deciphers. The population on Instagram is bigger. there are mostly Gen X (born 1970s-1980s, Ed), millennials (ages 25-35), even boomers (ages 50 and up). For Vincent Grégoire, we are at a turning point. “There is a real generation gap between TikTok’s digital natives and others. Where Instagram offers the idea of longevity, with TikTok we are in the culture of the moment. Hybridization, collage, versatility, spontaneity. this is a victory for communities. And this is where trends are born. »
In the video, Who Made My Clothes, textile makers dance against fast fashion
Some fast fashion brands are using TikTok to capture the zeitgeist, such as Shane, the Chinese giant that happily copies and pastes trends spotted on the social network, producing 10,000 new articles a day in ethical terms that we know… Luxury or premium brands for the challenge, instead, is to show reactivity, even anticipation, without losing sight of its DNA. One thing is certain: no brand can ignore these new trends. aesthetics. Matching the latest fashion trends on TikTok
#Weirdgirl Tribe 130 million views!
Codes: Fur bucket hat, XXL pants, clash of prints, ugly shoescheap and adorable accessories and jewelry strange girl (“strange girl”) is a lover of arrogance and maximalism as a response to an overly restrained and luxurious appearance. Some fashion experts see strange girl the new avatar of Harajuku girlThis Japanese Lolita was born in the Shibuya district of Tokyo, which had its heyday in the 1990s and 2000s (check out Gwen Stefani’s clips). Her favorite brands? Heaven, a Marc Jacobs line inspired by 1990s grunge codes, Gucci and vintage Jean Paul Gaultier.
Icons. Designer Marine Serre, top Bella Hadid or even Iris Lowe (Judy’s daughter).
Tribe #Oldmoney 2.4 billion views
Codes: A game of polo with friends, a trip to Capri or Fifth Avenue. in this tribe, we play with old-fashioned WASP elegance. old money, it’s the opposite of the new rich and ostentatious Kardashian clan look. Chic is a safe haven here. A hint of preppy, a dose of BCBG, there you go. For brands, we check Hermès, Barbour, Loro Piana, Armani, Ralph Lauren or even Brioni.
Icons.Carolyn Bessette and her monochrome look, the stainless Jackie O., Kate Middleton or the heroines gossip girl (2000s series).
In the video, Leighton Meester brings Blair Waldorf back to life in the Farfetch campaign
Race #Y2K 10 billion views!
Codes: Since we announced it, the 2000s are finally back, codenamed Y2K (pronounced “ouaï-tou-kay”) 2000 year, K stands for thousand. For those young people who didn’t know the days when Paris Hilton, Lindsay Lohan and Britney Spears were best friends, the 2000s seem like a distant paradise of rotary phones, baguette bags and dangerously high-waisted jeans. Back in effect for a few seasons that is children’s cloak or crop tops, as we know, are a bane in high schools. The multi-pocket trousers that were the star of Copernicus’ last fashion show are no exception. As for the mega low waist, Christina Aguilera style circle Dirtyshe’s making a remarkable return to podiums this season, whether it’s in Ludovic de Saint-Cernin or Stella McCartney.
Icons. Actresses Emily Ratajkowski and Julia Fox, singer Dua Lipa, top Bella Hadid, character of Maddie in the hit series. Euphoria.
Tribe #DarkAcademia 3 billion views!
Codes: Following the #booktok trend (the book-obsessed TikTok community), this trend echoes the British dress codes of the wise and intellectual student: turtlenecks, tortoiseshell glasses, fringes, tweeds and blouses with big collars. The palette is brown, the library smells like dust, we’re in between Harry Potter and: Dead Poets Societywith a spoonful of film Doctor’s Daughters March. On the catwalks, it’s at Miu Miu that the schoolgirl’s rugged look catches the mark.
Icons. British writer Alexa Chung, writers Virginia Woolf and Emily Brontë.
#Barbiecore Tribe 100 million views!
Codes: Pink, pink and more pink. The Barbiecore (for Barbie hardcore) look is clearly inspired by the popular doll from our childhood. The codes of extreme femininity hijacked by the new generation, which ironically makes it a feminist banner. Sexy but liberated. On the catwalks, it gives way to Paris Hilton, who parades in pink glitter in Versace Spring-Summer 2023. Valentino and his artistic director Pierpaolo Piccolo, in collaboration with Pantone, have even just formalized the pink PP shade as a key color. the house. Strong signal.
Icons. In the new film of the adventures of Margot Robin Barbie, Paris Hilton (obligatory), actress Megan Fox, Kim Kardashian.
In the video, Ryan Gosling screams on the set of the barbie
#CoastalGrandmothers Tribe 240 million views
Codes: It’s hard to translate coastal grandmother, but we are trying to “retire by the sea”. In their TikTok videos, the younger generations are once again inspired by the elders and their obsession with comfort. The clothes are beige, the materials soft (linen, cashmere), we conjure up the life of a posh grandma in the Hamptons, between pottery, parties, and picnics. bookstore (it also works with Ile de Ré or Cap-Ferret). On the catwalks, we think Max Mara, his cozy knits and his soft palette.
Icons. Seventy-year-old actresses Meryl Streep and Diane Keaton (especially c Anything can happen2003), thirty-year-old actresses Anne Hathaway and Lily Collins.
Source: Le Figaro
