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Gen Z are the most disruptive consumers in history, their media and retail behaviours are influencing Millennials, Gen X and Generation Alpha following them.
RANKED: The most popular Y2k fashion item for this summer is the bandana.
Fashion is cyclical, and the latest trends to make a comeback are those inspired by the nostalgic Y2K vibes from the 90s and 2000s. But which of the iconic trends from the Y2k era are the most popular in 2022?
Taking the top spot is none other than the humble bandana, with more than 802million video views on TikTok and almost 15,000 Google searches every month for the simple accessory.
Such a multi-functional piece is the bandana, that Y2k fashion icons such as Xtina and Britney Spears have been known to wear theirs as anything from a makeshift top to a hair accessory. In 2022, this simple fabric item can also be used as a face mask in a pinch.
The humble bandana is the most popular Y2k fashion item, with more than 802million video views on TikTok
Ph. Cottonbro (Pixels)
Ph. Kenex Media sa (Pixels)
The Relaxed Bucket Hat Ranked Second In Popularity
The bucket hat is most definitely back in 2022, with 74,000 Brits searching for this fashion accessory every month on Google. While it’s the most searched-for item on the list, photos of the fashion item on Instagram are less than half than that of the bandana, with TikTok views of just over 341million.
Ph. Antoni Shkraba production (Pixels)
Mini Skirts And Baggy Jeans In Joint Third Place
Two massively contradictory items: the mini skirt, and baggy jeans. Baggy jeans see just over 18,000 searches every month across the UK versus the 12,100 searches for mini skirts, but there are far less photos of baggy jeans on Instagram than there are mini skirts, with more than 1.3million photos of the latter and only 270k for baggy jeans.
Platform Shoes Of All Kinds Are Here This Summer
Rounding out the top five most fashionable Y2k pieces are none other than platform shoes, a 90s icon thanks to the Spice Girls, and the wholly impractical crochet top. Though Brits are searching for crochet tops less than half than they are bandanas, there are more than 600k photos of this retro piece on Instagram, and more than 202million video views on TikTok.
Meanwhile, platform shoes see the same amount of monthly searches as the mini skirt (12,100), but are featured on Instagram only a quarter as much with just less than 400,000 photos.
Most disappointingly, the iconic butterfly clips only ranked joint 11th on the list, being beaten to the top ten by flares, low rise jeans, and pleated skirts and a range of other accessories including the hellishly uncomfortable kitten heels, glitter gel, and trucker caps. Trucker caps! Believe it or not, there are more than 6,000 searches across the UK every month for trucker caps.
Viviane Paxinos, GM at UNiDAYS says: “Our data shows that this generation wants to stand out from the crowd, but most of all want to feel confident in what they wear. At UNiDAYS, our vision is to support, enable and inspire young people to be their best and most confident selves."
“With the additional costs students are facing this year, we want to reinforce to all sixth form, college and University students that UNiDAYS will continue to find the biggest range of discounts for the areas of their lives that they do have financial control over.”
For more insights, please visit: www.myunidays.com
Love data? You might like this article here
A little bit about UNiDAYS: UNiDAYS’ vision is to support, enable and inspire young people to be their best selves. There are 225 million students in college and university education worldwide. 1 in every 3 students are UNiDAYS members in the UK, US, Australia, France, Germany, Italy and Spain.
Way before the pandemic started, many of us have noticed the rapid evolution of technology. Covid just made all the technological advancements happen faster than anticipated. If you think about it, there are very few things nowadays that people do not need to use technology for. But what about the fashion industry?
Ph. Tumisu, Pixabay
Fashion did not stay behind as new technologies progressed fast forward. The biggest trend at the moment is, indeed, the metaverse and virtual fashion.
Many brands nowadays have easily featured their products and vision in the virtual space with the same value and status they have in real life.
What Is Metaverse?
The term 'metaverse' has become more widely used with the popularity of crypto and bitcoins, a whole new world is being built in front of our eyes. Ever since video games were created, a new virtual reality was introduced and this is now opening many opportunities for artists who are thriving on this new phenomenon. As for the web developers, they are trying their best to save it. But what is it all about? The New York Times defines metaverse as “a variety of virtual experiences, environments and assets that gained momentum during the online-everything shift of the pandemic”.
We can, without a doubt, say that this is a way for the community to realise that sooner or later everything could be moved into a new virtual world.
Is There Such A Thing As A Fashion Metaverse?
If everything is to be moved online nothing will be left behind and fashion is one of the things that are already there, even if it does not feel like it. As people spend more time online, CB Insights Industry Analyst Consensus estimates that virtual goods will represent a $190B market by 2025.1 The way fashion is immersed in the metaverse can be split into two categories: a combination of physical and digital, in which clothing can be worn through augmented or virtual realities, and a fully digital market in which items can be purchased directly from an avatar. Considering there is a demand for such products, more and more high-end brands are trying to make their way into the metaverse. However, with some people being sceptical about moving into virtual, brands are also showing their concerns. To test the virtual environment and digital fashion with all its perks and flaws, the majority of brands have made various collaborations with game, social, and metaverse platforms.
Ph. Mo, Pexels
The Place Of High-end Brands In The Metaverse
The virtual world is supposed to represent a flawless world, in which everyone wants to achieve perfection. Luxury is a key component in the metaverse and that is where the high-end brands can once again dominate the fashion world. Just because some of us are just now learning about the metaverse, this does not mean that it just appeared. Most brands have been working on various projects and collaborations to establish a status in the online society for years now. Louis Vuitton, for instance, released a League of Legends collection in 2019. The brand entered into a multi-year partnership with Riot Games in September that includes both physical and digital designs for the 2019 League of Legends World Championship. That is just one example of a way to be present in the metaverse. Moschino released skins for The Sims, Gucci released a digital collection for a styling app; Nike, Chanel and Balenciaga have collaborated with ‘Pokemon Go’ making virtual shoe collections.
That is just a glimpse into the virtual world. Many more things are being created on a daily basis and many more are disappearing from the real world. There is a place for everyone online, whether for better or worse. Along with trying to keep up with the trends in reality, now we would actually have to keep up with the digital ones as well. It is a challenge worth accepting.
After striding in during the last two years of fashion shows, virtual reality is becoming bigger, closer and more real in 2022. PrettyLittleThing step into the metaverse with their first virtual model.
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