Gen Z found themselves dissatisfied with minimalism and millennial fashion, considering it to be lacking in self-expression and gender neutral representation. After two years indoors, many younger people started to channel their restless energy into cheery, upbeat fashions. Maximalist style made a comeback in America as the decade began, as a backlash against the fashions of the 2010s. įashion 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. 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. COVID-19 pandemic Cloth corona masks from Germany, 2020.ĭuring the COVID-19 pandemic, wearing a face mask became a common and often mandatory practice. General trends Clothing items used to express beliefs during a Black Lives Matter protest. Popular brands in the United Kingdom, United States, and Australia during this era include Adidas, Nike, New Balance, Globe International, Vans, Kappa, Tommy Hilfiger, Asics, Ellesse, Ralph Lauren, Forever 21, Urban Outfitters, Playboy, and The North Face.
Thrifting has also exploded in popularity, due to it being centered around finding valuable pieces of clothing at a reasonable price. E-commerce platforms which promote small businesses, such as Depop and Etsy, grew by offering vintage, homemade, or resold clothing from individual sellers. Marketing strategies involving third parties, particularly influencers and celebrities, have become prominent tactics.
In the 2020s, many companies, including current fashion giants such as Shein and Shekou, have been using social media platforms such as TikTok and Instagram as a marketing tool. Early in the decade, several publications noted the shortened trend and nostalgia cycle in 2020s fashion. They have been largely inspired by styles of the early to mid-2000s, late 1990s, 1980s, 1970s, and 1960s. The fashions of the 2020s represent a departure from 2010s fashion and feature a nostalgia for older aesthetics. Science and technology PoliticsĢ021: Natalie Biden wearing a matching cloth COVID-19 mask at the inauguration of Joe Biden, her grandfather. Fashion-related events during the 2020s 2010s.
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