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The Mass Media

The Mass Media

11/27/23 pdf
November 27, 2023

A trip back to the 2000s


UMass Boston student Emma J. embraces her Y2K-inspired outfit in University Hall.

In the world of fashion, we can see the comeback of the nostalgic Y2K fashion trends. Low-rise jeans are now back in and so are trendy hair clips and styles. Mainstream social media platforms such as TikTok, Instagram and many more have helped Y2K fashion quickly emerge with the use of tags such as #Y2KAesthetic and #Y2Kfashion. We can also see the push of the new fashion trends through shows—one being “Euphoria”—which have helped widely spread the fashion trends at such a quick rate.
“Euphoria,” a popular HBO Max series, has showcased many Y2K fashions in their newest season which has inspired many on TikTok and other platforms. Zendaya Coleman, who plays Rue in the series, has had many outfits inspired by Y2K fashion trends. The brand I.AM.GIA has seen a huge increase in demands from the show. Alexa Demie, who plays Maddy, had been seen in a two-piece black, strappy outfit that has gone viral and is now on sale at places like Target, Amazon and, of course, I.AM.GIA. Hunter Schafer has also worn outfits that you can now purchase at those same places. Over most college campuses around Halloween time, we saw an increase in people wearing Y2K fashion for Halloween. Places such as Party City and Spirit Halloween started selling outfits from the popular HBO Max series. “Euphoria” also showed a lot of makeup trends from that time era that now have been making a huge comeback and have gained popularity from the show.
What exactly is Y2K fashion? Well, it’s all about making a statement. The mentality of “look at me” is pretty predominant in this fashion trend. Celebrities such as Britney Spears, Paris Hilton, Christina Aguilera and many more have been looked at as icons of the Y2K fashion trends. Some more modernized ways we have seen these trends are through wearing trucker hats which we have seen celebrities, such as Rihanna, wear. Juicy Couture has also made a huge comeback and we can buy items at places such as Marshall’s and TJ Maxx. Hair accessories have also made a huge comeback! I know I have indulged in the comeback of Y2K hairstyles. Places such as Amazon and Target have started selling popular items of that era. A lot of mini clips in a variety of colors, as well as claw clips, are now a huge trend we see all over the world today. H&M has also started selling a lot of Y2K-inspired clothing and some that resemble outfits that “Euphoria” characters had worn throughout the HBO Max series.
Target has been stepping up its game in the clothing area. Wild Fable, a brand by Target, has had a lot of velvet-inspired outfits, as well as mesh clothing, and has been selling a lot of hair-inspired accessories from the 2000s. The brand has been creating a lot of two-piece outfits as well as selling corset tops that are that of the 2000s fashion trends. Wild Fable and Target have been catering to the younger demographic, making younger children involved in the increase of early 2000s fashion. Trends such as claw clips and graphic tees are now prevalent in the younger generation.
The fashion industry has had many trends come and go. Do we think the 2000s fashion comeback is here to stay?

About the Contributor
Olivia Reid, Photo Editor