Written by Sraddha R
Edited by Advik Mohan
Illustrated by Saranya Bhakuni
The 90’s called. They want their baggy jeans back.
From miniskirts to chunky boots, many fashion trends from the late 20th century are making a comeback. The fashion industry and the cyclical nature of fashion itself must be attributed in part to the exploding popularity of vintage and retro-style clothing in the 21st century. Nostalgia is not a phenomenon that occurs in fashion alone. As Nietzsche’s theory explains- “existence recurs in an infinite cycle as energy and matter transform over time”. This theory correlates precisely to the cyclical nature of nostalgic and capitalistic fashion.
Fashion designers revive some of the most important trends and hold onto the past while reinventing and reshaping it in a future image. Nostalgia inspired the use of vintage clothing and the y2k aesthetics which seem to express past, present, and future in a way that portrays each in similar ways; while also not personifying any of them resulting in a present that is based on a nostalgic instinct.
But designers are not the only ones who create trends anymore, the internet, as always, has its “influence” on fashion as well. Although it is evident that the loop of nostalgia has taken over the fashion industry for a while now, the current fashion trends have become so disposable that they do not last for an entire season. Thanks to social media influencers and fast fashion, new collections are emerging every week. The impacts of fast fashion are well known to be catastrophic.
But along with overproduction of clothes, re-use of vintage clothes and sustainability also appears to be a trend among the people. The trend of buying and reusing vintage clothing, accessories, and other products seems to have been influenced by the current economic climate amongst other factors, especially among young consumers. The rise in popularity of vintage has also been associated with a shift in consumer perceptions of wearing and using used goods. The inclusion of vintage inspirations in contemporary designs by fashion designers, and in the trends promoted by the forecasting sector, as well as a change in values, eco-sustainability, the media, and technology are additional factors that contribute to the growth of the vintage trend. These factors also include a shift in attitudes. The movement towards vintage fashion, which has been aided by a backlash against mass-produced fast fashion as consumers seek greater individuality in their styling and clothing, also appears to be supported by vintage consumers and vintage retailers.
On the other hand, pop culture has always been at the heart of the fashion industry. It has a major impact on fashion because it has the ability to shape our preferences, lifestyles, and decisions. Celebrities have the power to influence people of all age groups. One such celebrity that is going through her fashion icon era is American model and actor, Bella Hadid. Bella Hadid is renowned for serving a multitude of looks wherever she goes, particularly those that are straight off the runway. But lately, the model has been donning outfits with a nostalgic vintage vibe. Again, social media plays a huge role in Bella Hadid’s current glorification as the fashion icon of our time. The edits, the hashtags and recreations of her looks have been going viral. Bella Hadid is a trend of her own now. This ‘celebrity worship syndrome’ and the implications of social media itself has been causing psychological harm to the youth of our generation, especially middle-class teenagers.
In the end, it all boils down to the sense of comfort and safety nostalgia provides us with. It is hard to go wrong with something that has already been proved “right”. Perhaps we are bound to endlessly reinvent these aesthetics and trends; thus proving that even though the world is constantly changing and evolving, it also recycles itself for comfort and safety.
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