From Drab to Fab: The Return of Y2K Fashion
By Bella Durgin-Johnson, Writer | October 23, 2023
Imagine you’re walking down the streets of Beverly Hills; Paris Hilton is to your right, clad in a Juicy Couture tracksuit with a small dog peeking out of her designer bag. Sunglasses are shrinking, pant waists are lowering, and everything is bedazzled. Mean Girls is playing in theatres, and denim on denim is not just in—it's hot.
Imagine you’re walking down the streets of Beverly Hills; Paris Hilton is to your right, clad in a Juicy Couture tracksuit with a small dog peeking out of her designer bag. Sunglasses are shrinking, pant waists are lowering, and everything is bedazzled. Mean Girls is playing in theatres, and denim on denim is not just in—it's hot.
This was the 2000s (also known as Y2K), the notorious era of fashion statements that went from being loved to mocked to loved again. From baby tees to butterfly clips, the decade’s bright prints, fun patterns, and wild looks are making a crazy comeback--and we’re not mad about it. The rise of “noughties” (the span of 2000 to 2009) fashion is evidence of a broader cultural revival. From Instagram fashion aesthetics, to television shows like Gilmore Girls, to hallmark clothing brands Baby Phat, pop culture as a whole has made a shift toward this aesthetic.
Unless you live under a fashion rock, you likely saw Paris Hilton’s recent shoot with Kim Kardashian. Not only did it solidify the resurgence of tracksuits (and a friendship we could have sworn would never rekindle), but the shoot also sparked an Urban Outfitters collaboration with Juicy Couture. The collection’s Pinterest-viral rhinestone butterfly top was worn by Mariah Carey in 2000 at the VH1 Diva concert.
The rise of thrifting has also contributed to the revival of Y2K fashion. When “noughties” fashion was considered out, pieces were donated. Now you can walk into any thrift store and find vintage baby tees, corset tops, mini skirts, Juicy pieces, and other hidden gems.
Tik Tok has built up this thrift shopping hype, with thrift haul videos racking up millions of likes and inspiring viewers to seek out secondhand styles. Depop has also swept the Internet, allowing a space where fashion-minded individuals can buy curated vintage items. Y2K items sell like crazy on Depop, particularly Juicy Couture, Betty Boop, baby tanks, corset tops, and phone charms.
When Y2K fashion first took hold in the late nineties, it was defined by now powerhouse designers, who at the time were just finding their footing in the industry: John Galliano at Dior, Marc Jacobs at Louis Vuitton, Alexander McQueen at Givenchy, and Tom Ford at Gucci. Nineties fashion was defined by a sexy yet “Kitschy” feel that appealed more to popularity than artistic vision. Moving into the 2000s, logo-printed bikinis, colored sunglasses, mini bags, chunky jewelry, and bright colors flooded the fashion scene, yet no longer in an ironic manner. Having style was defined by uniqueness. Whether an outfit caught excessive media attention for being on the best or the worst dressed list, the motto of the era was: “At least it was remembered.”
The hit-show “Euphoria” has been commended for perfectly capturing the current fashion blend of Gen Z. The show’s fashion designer Heidi Bivens tactfully balanced the nineties and the noughties in order to create a perfect blend that encapsulates the spirit of a new decade. Big market brands such as I AM GIA, Omighty, and Reformation have also been inspired by this vision.
Y2K fashion, like most trends, has an expiration date. So embrace the return of outlandish and fun statement pieces of the Y2K era while you still have the chance!
