In 2024, something curious happened – the style previously branded “cheugy” swung back around.
According to Gen Z, there are many ways to “spot” a millennial – none of them good. Their socks are too short. Their jeans are too tight. They make the “heart sign” with their whole hand, rather than in that weird way with two fingers against the face. They have side fringes and French tucks and “going out tops”.
It can give you whiplash, the ways in which style is a constant nod to not-so-distant history, which itself was pick pocketed from the past. There has “never been a society in human history so obsessed with the cultural artefacts of its own immediate past”, wrote Simon Reynolds in his 2010 book Retromania. “How did we get trapped in a self-imposed time capsule machine?” asked Hannah Ewens in VICE. “Whatever the answer, the pace of the nostalgia trip has gotten so fast its tripping over itself.
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