The two thousand years are more current than ever: it is after the advent of the pandemic, in fact, that we are once again breathing an air of nostalgia for the great trends of the past, especially thanks to the social networks. Or to use the words of the new generations, she has returned to live a ‘Y2K vibein a waltz of great returns and surprises, especially from brands considered dormant and outdated.
But what happened, then? In the forced removal, forms of alternative entertainment have taken over our lives. Digital platforms, such as TikTokand streaming have become the daily bread of young and very young, at the same time as a return of the trend that was already being breathed, also thanks to the reboot of Gossip Girlfor example.
Right on the social network, content on the 2000s has expanded like wildfire, also thanks to the comeback in vogue of songs such as those by Britney Spears you hate Aly and AJ.
The return of the Y2K aesthetic and everything that was trendy about twenty years ago has been cemented thanks to the endorsement of teen idols, such as AddisonRae And Charlie D’Amelio spotted with shoulder bags, rectangular glasses and clothing bubblegumiconic in the 2000s.
We therefore report in the present some names that wrote the history of those years, whose mantra was represented by thePop joyfrom the carefree playfulness of “only good vibes” nuances, touches of eclectic pink, on white canvases and blue jeans. Precisely these have found a notable appreciation among young and very young people, on the wave of the revival guided by nostalgic pages and profiles of sorts.
The rebranding of Fiorucci
The historic Milanese brand founded by Elio Fiorucci it is more alive than ever, and shines with its own light as perhaps not even in the early 2000s it could do. His success lies in the irreverent and playful soul that fits perfectly into the Y2K scenariowhere designers were actually starting to consider setting up a casualwear around the female figureand not just as a substitute for menswear, but as something to embrace and value.
A shrewd and welcoming soul like that of Fiorucci has managed to fully grasp this dissatisfaction, playing on the ambivalence of the two angelic cherubs with provocative looks and subversives offered. In fact, we owe him the creation of stretch jeans with a mix of cotton and Lycra, which highlight the female shape, giving comfort And sensuality to the body, as well as a renewed idea of emancipation.
Gigi And Pretty Hadidor our local Chiara Ferragni, on the wave of nostalgic exaltation of those years, have recovered garments and accessories with the two angels printed on them, bringing Elio Fiorucci’s creature back into vogue, which also for the chosen price positioning stands out as a brand of mid-range, a step below high-end and luxury, but which still manages to obtain the appreciation of a large part of the market.
The “champion brand of democratic fashion” found the strength to recover thanks to the management of Janie and Stephen Schaffer who, recovering a communication unconventional, optimistic and fun, positioning itself one step below the elite of luxury, and a few steps above large-scale distribution which too often means the sunset of ideas, has given buyers a new space to live in. The revival has gone through some fundamental stages: the recovery of the Instagram account, the publication of a monograph on the genius of Elio Fiorucci, the return of e-commerce, the opening of a pop up store in London, and the first Fashion Week in Milan.
The rebirth of ANGELDEVIL
Do you remember i jeans with wings? Maybe if you were born in the 90s, yes. They were avant-garde at the time, vaguely recalling an ideal of Japanese denim, with the back prints able to give life to a real trend. Born in the height of the 2000s fashion, proudly Made In Italy, the brand wanted to combine the idea of a high quality product with a soul provocative and creative.
The resurrection of the brand, announced in recent days, passes through the use of mythology and ofartwhich in the 2000s would not have been so much in vogue, but which in the revival of our days find space by playing on lettering and on the Renaissance symbology.
I embraced the ANGELDEVIL brand relaunch project when I perceived that I could tell with my creative direction, a story that currently embraces many people around the world, especially the very young who are emerging from a tough period such as that of the global pandemic. Going from the depression symbolized by falling into an imaginary oblivion, to having the courage to fight your demons in order to defeat them and return to a peaceful life, creating a better version of yourself, is possible.
Stefano Berretti
Artistic & Creative Director
What happens to Monella Vagabonda?
Monella Vagabonda also joins the list of brands that are riding the moment to sanction their comeback on the scene. Perhaps in recent times you too have seen their new communication line on Instagram based on a game of screens to intrigue the public, as well as a vague reference to the sex appeal it had about twenty years ago.
Colors turned on, graphics glittera nice one frog with a persuasive air, and here we are catapulted into the 2000s. We are talking about the brand most appreciated by tronisti and photo models, founded in 2003 by Gino Gorgione. The important thing is the restyling, maintaining only the -glittered- outline of what appears to be a winking silhouette, as well as tribal graphics and animalier patterns. In a real idea of “New Monella“, like the name of the capsule, Gorgoglione’s dream has come true, and who knows if his rise may not follow that of Fiorucci.
We thank JordanLuca for Lonsdale
JordanLuca was born from the creative union of Jordan Bowen and Luca Marchetto, who in their items merge the soul of English masculinity with the typically Italian one, in a game of contrasts and overlapping points, in a cultural baggage of extreme value. On the occasion of FW23 they mixed the genderless of their creative union with the brand Lonsdalewhich in England made the history ofboxing apparel. A collection, once again, under the banner of sexual freedom, and the libertinage typical of the early 2000s, with underwear, joggers and archive pieces.
Lonsdale’s size fits perfectly, again, in the recovery of Y2K codes and its stereotypes, working on an idea of timeless sensuality.