2020s in fashion

The fashions of the 2020s represent a departure from 2010s fashion and feature a nostalgia for older aesthetics. They have been largely inspired by styles of the late 1990s to mid-2000s, 1980s and 1960s. Early in the decade, several publications noted the shortened trend and nostalgia cycle in 2020s fashion. Fashion was also shaped by the COVID-19 pandemic, which had a major impact on the fashion industry, and led to shifting retail and consumer trends.
In the 2020s, many companies, including current fast fashion giants such as Shein and Temu, have been using social media platforms such as TikTok and Instagram as a marketing tool. Marketing strategies involving third parties, particularly influencers and celebrities, have become prominent tactics. E-commerce platforms which promote small businesses, such as Depop and Etsy, grew by offering vintage, homemade, or resold clothing from individual sellers. Thrifting has also exploded in popularity due to it being centered around finding valuable pieces of clothing at a reasonable price.
During the COVID-19 pandemic, wearing a face mask became a common and often mandatory practice. 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. People quickly started matching their masks to their clothing, selecting masks in different fabrics, colors, and patterns. This change made masks a fashion statement so people could follow health recommendations while yet expressing their own style.
During the pandemic, fashion trends evolved significantly, with a notable shift towards comfort. This change was particularly evident in American public schools and universities, where students embraced more relaxed and casual clothing options. As remote learning became normalized, students in both K-12 schools and higher education increasingly favored comfortable clothing like pajamas, sweatpants, and athleisure wear. The shift toward casual dress codes allowed students to prioritize comfort over formality, even in academic settings. Pajama pants and loungewear became common choices for students attending classes virtually, reflecting a broader cultural shift toward prioritizing comfort, functionality, and ease. In many cases, the rise of remote learning and video conferences further encouraged this trend, leading students to opt for attire that was easy to wear and allowed them to feel at ease while still participating in their academic work. This trend persisted after quarantine, as many students continued to embrace comfortable clothing in American public schools and university settings. In America, it became common for students in public schools and universities to wear pajama-style pants and loungewear, even for in-person classes. Many students, especially in higher education, opted for outfits that combined comfort and practicality, maintaining a casual approach to school fashion even after returning to physical classrooms.
The 2010s saw a significant rise in the demand for athleisure, as athletic clothing became not only functional for workouts but also a fashionable choice for everyday wear, a trend that continued into the 2020s. Athletic wear such as yoga pants, hoodies, athletic shorts, Crocs, sneakers, and sweatpants remained staples in millennial, Gen Z, and Gen Alpha wardrobes. Despite the return to maximalism in certain fashion circles, the vast majority of Americans continued to choose comfortable clothing. This preference for comfort and affordability was attributed to the growing emphasis on casual and relaxed styles in everyday life. Additionally, the ongoing athleisure trend reflected a shift toward prioritizing functionality and comfort in fashion choices. Athleisure could be considered the decade-defining style due to its cross-generational appeal and everyday function. While some pointed to the COVID-19 pandemic as a catalyst for the prevalence of casual clothing, market research suggested that athleisure never truly went out of style. In fact, athleisure has been gaining popularity for years due to its ability to seamlessly transition from the gym to everyday activities. This trend is further reinforced by the increasing focus on health and wellness, as people seek clothing that allows them to stay active and comfortable throughout the day.
The growth of social media in the 2010s, especially Instagram and TikTok, made it easier to discover and share styles, leading to the rise of short-lived "microtrends." In the 2020s, this became even more common as TikTok and Instagram Reels became popular, allowing trends to spread faster than ever before. This speed has made trends change faster than in the past, with some lasting only a few weeks or months. As a result, clothing brands and manufacturers had to work much quicker to create and sell new products to keep up with the demand. This pressure led to an increase in the fast fashion industry, where clothes are made and sold quickly and cheaply. However, this quick production and constant demand for new styles have raised concerns about the environment. Many environmental advocates have pointed out that the fast fashion industry causes a lot of waste and pollution, contributing to bigger environmental problems.
Social media played a major role in the decline of a "mono-fashion culture," where one dominant style defined an entire era. Instead, it helped create a more diverse range of fashion styles that could all exist at the same time online. This shift led to the rise of "microtrends," which were often short-lived and varied widely, sometimes even contradicting each other. As a result, it sometimes felt like many different styles were trending all at once. This change also sparked the rise of the "anti-fashion" trend, which was a response to how the internet turned these microtrends into mainstream subcultures and niche aesthetics. The "anti-fashion" movement pushed back against the idea of following fleeting trends, focusing instead on rejecting traditional fashion rules and celebrating individuality.
As the decade started, maximalist fashion made a resurgence on the runway, as a backlash against the fashions of the 2010s. After spending time indoors during the pandemic, many fashion designers were drawn to bold, colorful, and creative styles. These exuberant outfits became a way to express individuality and break away from the minimalist fashion of the previous decade. Although maximalism became popular in high fashion and online communities, streetwear continued to favor comfort and simplicity. The TikTok algorithm repurposed minimalism as a selection of curated aesthetics and "fashion essentials" that appeal to Gen Z and Gen Alpha.
Although they were a fashion must-have in the 2010s, skinny jeans faced a brief backlash at the start of the decade. Many Gen-Z social media influencers on TikTok said that skinny jeans were no longer a symbol of youth culture, causing controversy among fashion bloggers and millennial women. Separating one's hair to the side (side-part) was also considered to be out of style by Gen-Z influencers. The term cheugy was coined to describe "tacky millennial fashion." The trend cycle of the early 2020s seemed to contradict itself, with microtrends like the Y2K revival and early 2010s nostalgia emerging alongside the millennial backlash.
In the early 2020s, clothing with large, bold logos began to lose popularity in America as fashion trends shifted toward simpler, more refined styles. This change represented a move away from the flashy, logo-centric designs that had dominated the late 2010s. Many consumers started to focus more on the fabric textures, and the silhouette of clothing, placing greater emphasis on the quality of materials and the overall construction of garments rather than their brand names.
As part of this shift, there was an increased interest in understated quiet luxury and "timeless" designs. People began to prioritize clothing that was simple yet sophisticated, with an appreciation for details like fabric texture, color, and silhouette. This trend was also correlated with the rise of the "old money" aesthetic, which is inspired by European fashion houses, and discreet luxury over overt displays of wealth or brand affiliation. By adopting this style, individuals were able to project the illusion of wealth through subtlety, choosing garments that conveyed elegance and status without relying on visible logos or flashy designs.
This trend was further influenced by the fashion choices of wealthy celebrities and public figures, who often embraced minimalist, high-quality garments that exuded quiet affluence. Many consumers, seeking to emulate these figures, adopted similar styles in an attempt to mirror the sophisticated, understated look associated with the elite. The influence of these celebrities helped popularize the idea that wealth and status could be communicated through subtle, refined fashion choices, rather than through overt displays of logos or brand names.
The 20-year trend cycle played a key role as the decade began, with Y2K women's fashion from the late 1990s and 2000s fashion becoming a major influence, especially among social media users. This marked a distinct contrast to the fashion of the previous decade, which drew inspiration from early to mid '90s styles. The early 2020s saw renditions of the underwear-as-outerwear and explicit sexuality. Versace, Gucci and Prada made significant returns to latex-inspired styles. Pornhub sponsored an osé fashion collection in Paris. Brands became in demand of a very wide diversity of models (breakthrough of indigenous models). The covid crisis had an impact on fashion continuity, which Vogue described as "chaotic, creative mix of idiosyncratic takes on what the post-pandemic world wants right now". Ghesquière explored vampire looks for Louis Vuitton.
From 2020 to 2022, trending shades in the US, Canada, and Europe were navy blue, neon green, electric blue, purple, white, coral, baby pink, light grey, silver, pastel pink, violet, pale blue, lavender, mint green, faded yellow, pastel teal, lemon yellow, orange, red, and brown.
Popular shirts, coats, and dresses from this time included puffer jackets made from upcycled deadstock fabric, sweatshirts, high waisted pants, tucked-in sweaters, camisoles and crop tops, lowrise miniskirts, brocade topcoats, midriff-baring tops, ribbed turtlenecks, garish Ed Hardy style T-shirts with rhinestones, off-the-shoulder knitted tops, science fiction-inspired metallic jackets, loose-fitting shift dresses or blouses, pantywaist tops sometimes with cap sleeves, cashmere cardigans, and oversized 1980s-inspired dog's tooth check jackets popularized by Kaia Gerber and Miley Cyrus.
Desirable shoes and accessories included Crocs, platform sandals, knee-high boots, ballet flats, white sneakers (such as Vans, Keds, Nike Air Force 1s, or Converse), fringed handbags, multi-colored 1980s-inspired earrings made from recycled ocean plastic, white bralettes, chunky cable knit scarves, Chelsea boots, and Doc Martens.
Some women also shifted to fair trade, vintage, and cruelty-free clothing. In Britain, a number of women rejected nylon, acrylic, rayon, new cotton, and polyester in favor of tencel, linen, organic cotton, and recycled polyester.
South Asian Generation Z girls in India, Pakistan and Sri Lanka repurposed the sari worn by their mothers, pairing it with sneakers, casual knitwear, crop tops, T-shirts, black Oxford shoes, Y2K-inspired platform sandals, and sportswear. The dresses were often made in contrasting shades of grey, black, and blush pink, often being seen as a modern and corporate look.
The spring of 2021 saw a revival of psychedelic mid-to-late 1960s fashion in the UK, Asia, the US, Europe, and Africa. Clothing such as miniskirts, slim fit capri pants, denim jumpsuits, flared trousers, lowrise white linen boho chic maxi skirts worn with hippie style sandals or ballet flats, patched jeans, dog's tooth check skirts and mini-dresses, laced Copenhagen blouses derived from Danish folk costume, pastel blue or pink empire line milkmaid dresses inspired by Bridgerton, maxi dresses, gingham or stripy short shorts worn with matching vests or thigh-skimming jackets, and cropped slim jeans were popular pants among younger women from 2021 to 2024.
Other revived styles included prairie dresses with floral embroidery; backless sundresses; floor-length kaftans with jeans; Pendleton jackets; hippie style mood rings popularized by Lorde; tiered flamenco dresses that flare out below the knee; satin slip dresses; jumpers with smiley faces and mushroom designs; satin blouses; checkerboard sweater vests; leather three-quarter length coats; Crombie style wool overcoats; leopard print winter coats; zip collar turtleneck sweaters; zip-up polo shirts with white collar trim; cat eye glasses; teashade glasses; clothing with sunflower print; checkerboard motifs; and diamond and hexagonal prints. Popular colours during this time included brown, sage green, royal blue, hot pink, orange, yellow, and purple. As in the 2000s, 1960s inspired boho chic suede dresses, Breton striped marineres, minimalist leather sandals, and lace blouses remained fashionable in the US, UK, France and Germany well into the mid 2020s.
The lockdowns of the COVID-19 pandemic led a whole generation of women worldwide to prefer homely and comfortable clothes to wear at home. From 2020 to 2022, many subtrends emerged from this so-called "comfortcore" movement.
A nostalgia-driven subtrend was cottagecore (grandmacore, faeriecore, farmcore, goblincore) even though it goes beyond fashion to include all designs. The cottagecore subtrend was reinforced by Taylor Swift's 2020 albums Folklore and Evermore. The cottagecore style was defined by pastel colours and palettes that evoked a romantic, idealized country aesthetic. Typical clothing included prairie dresses, blue gingham mini-dresses, white gypsy tops with multicolour Mexican-inspired floral embroidery, and hippie-style maxi dresses inspired by those worn during the late 1960s. Gingham and austerity-era floral patterns dominated the aesthetic. An urban derivative of cottagecore known as "allotment chic" became popular in the UK during the early to mid 2020s and featured oversized linen gilets, cotton twill maxi skirts, pinafore dresses, chunky knitted cardigan sweaters and earth tones like olive green, brown, sage green, marigold yellow, tangerine orange, and ecru.
"Retirement-wear" was a subtrend where young Gen Z and millennial generation women in America adopted the comfy-looking style of their elders, and borrowed styles from nostalgia-filled figures such as Diane Keaton. The 2022 trend "coastal grandmother" brought a "beachy, romantic aesthetic" associated with the rural American East Coast. It combined elements of cottage-core with spring and fall beachwear especially white jeans, cashmere turtleneck sweaters, pastel pink flip-flops, woven tote bags made from recycled fabric, and straw beekeeper style sun hats.
Continuing on from the maximalist and 1980s influences of the early 2020s, vibrant coloured clothing had made a comeback for women in America, France, China, Korea, and Ukraine by the spring of 2023. This style, sometimes referred to as "dopamine dressing", featured long skirts and belted maxi dresses with thigh splits, lots of gold and pearl jewelry, neon blue tights, oversized striped cardigan sweaters, multicoloured silk skirts with seashell or floral print, strappy sandals, pants with a contrasting stripe down the leg, ugg boots, floral print maxi skirts, Y2K inspired platform shoes, chunky red rain boots, shimmery jumpsuits, knitted dresses, leather pilot jackets with faux fur collars, skirts with bold contrasting vertical stripes, trouser suits with bootcut legs, jeans with glittery heart or star-shaped details, chunky white or black sandals, and zebra print tote bags. A dressier, more summery variant of dopamine dressing, known as "Italian garden party core", incorporated Mediterranean-inspired elements of cottagecore, such as pink mary janes, white, green, baby blue or pink shirt dresses with fruit, leaf and floral patterns, straw hats, peach colored off the shoulder peplum dresses, and gladiator sandals.
Big, oversized garments were often made from translucent materials and featured cutouts intended to expose the wearer's bare shoulder, thigh, or midriff, such as low-cut waists on the pants or tops with strappy necklines intended to be worn braless. Desirable colors included neon green, watermelon green, coral pink, orange, salmon pink, magenta, gold, electric blue, aquamarine, cyan, turquoise, and royal blue.
In Britain and America, luxury fashions often with shiny or metallic detailing became popular evening wear and clubwear from the winter of 2023 until the spring of 2025. Desirable items included brown minidresses sometimes featuring bronze sequins, metallic or sequined tuxedo jackets, bark colored silk midi dresses, small leather handbags, 1990s fashion inspired Mary Janes, pantywaist tops, goth fashion inspired black midi dresses, Y2K inspired pointy court shoes, sheer belted mini dresses with green sequins, sheer dresses with decorative ribbon bows, metallic silver pants, knitted dresses in grey, navy blue, cream or black sometimes featuring intricate Nordic inspired patterns, rhinestone cowboy boots, white shawl lapel sportcoats, black or white embroidered western shirts or fringe jackets, lots of silver jewelry, silver brocade slip dresses, dresses decorated with feathers, flared trousers white dresses, Scandinavian inspired enamel jewelry, timeless "quiet luxury" inspired mock turtleneck sweaters, asymmetric dresses black leather block heel knee high boots, baguette bags in metallic black, silver, green, red, or brown, satin blouses, black tuxedo style trouser suits, black polka dot dresses and satin half-slip skirts worn as outerwear, and grey old money inspired Crombie style overcoats. Desirable colors included silver, black, white, navy blue, dark green, sky blue, and bronze. Many younger women hired going-out outfits from websites like Net A Porter rather than buying fast fashion dresses and only wearing them once on a night out.
Ballerina-inspired fashion in the mid-2020s had a significant impact on the fashion industry, influencing both high fashion runways and mainstream street fashion. This trend drew inspiration from the graceful and elegant aesthetic of ballet dancers, incorporating elements such as soft tulle fabrics, delicate lace, wraparound silhouettes, ballerina skirts, and ballet flats into clothing designs. The trend also emphasized a more feminine and romantic style, with pastel colors, flowy skirts, and off-the-shoulder tops becoming popular choices for fashion enthusiasts in Singapore, the UK and America. The influence of ballerina fashion extended beyond clothing, inspiring hairstyles such as soft buns and loose waves, as well as delicate accessories like ribbon chokers and ballet slipper-inspired shoes. Ballerina-inspired fashion brought a sense of whimsy and ethereal beauty to the fashion world during this period and also increased the popularity of ballet-inspired workout wear, with brands creating collections that combined functionality with a balletic aesthetic.
The 20-year trend cycle was important as the decade started, bringing back Y2K men's fashion from the late 1990s and 2000s, especially among social media users. This was a big change from the fashion of the previous decade, which was inspired by early to mid '90s styles. This included mixing selected contemporary fashion brands with original vintage clothing and recent thrift shop finds.
Popular trends in the UK, Italy, Sweden, China, the US, and Australia included black or white crew neck shirts, midnight blue U.S. Woodland camouflage baseball caps, straight leg jeans like the Levi Strauss 501 instead of the skinny jeans popular in the 2010s, bold multicolour motif shirts popularized by DJ Khaled, tracksuits with business suit styling, gorpcore ("Good ol' Raisins and Peanuts") hiking and fishing clothing like Fjallraven windbreakers and cargo pants, Sandqvist canvas rucksacks, jogger pants as athletic style, twill joggers as a dressed up style, black trench coats leather reefer jackets reminiscent of those worn in The Matrix, imitation leather messenger bags featuring throwback logos, Fred Perry Oxford shirts with vertical stripes, and club wear — especially brightly patterned camp shirts.
Other popular items include workwear like fleece jackets, zip-up hoodies, unbranded baseball caps, rubber pool sliders, flip-flops in contrasting shades like purple and white, corduroy pants, trucker caps, brightly coloured hoodies with bold designer logos like Polo Ralph Lauren, Champion Sportswear and Super Dry, and slim-fitting grey or khaki cargo pants worn with matching lightweight M65 Field Jackets with multiple external patch pockets.
2000s fashion trends featured hip-hop-inspired track jackets, athletic tank tops, wide-leg jeans, turtleneck sweaters, Burberry motifs, neon socks, sports jerseys, cargo pants, bomber jackets, Madras plaid shirts, Henley shirts, blouson style leather jackets, long sleeve polo shirts, silk skinny ties, tapered high-waisted pants, brow line sunglasses, pleated khaki chino pants, mid-washed jeans, tie dye socks, oversized sweaters, and more. These trends were popular among Welsh soccer fans during the 2022 Fifa World Cup.
Common footwear included classic Air Jordan sneakers, loafers with chunky brothel creeper soles favoured by Shawn Mendes, suede desert boots, cyan floral print Vans sneakers popularized by Nick Jonas, all-black imitation leather Adidas trainers, suede Timberland boots, Gucci loafers, Lacrosse or Sorel duck boots, suede Beatle boots chunky hiking sandals, high top Converse All-Stars, Nike Air Max sneakers, worker boots, and combat boots bought as army surplus.
Desirable colours included white; orange; brown; black; yellow; greens, such as olive and lime; blues, such as indigo, sky, cyan, and navy; and tans, such as khaki and taupe.
As a result of the increase in remote work, workplace dress codes became more casual in the UK and USA. Employees returning to the office frequently combined 1990s fashion inspired business casual attire with elements of loungewear and athleisure such as black monotone sneakers, navy hoodies, shorts, and even dark grey sweatpants.
Due to gym closures, digital smart watches with timers replaced analog wristwatches as many younger men in Europe and America subscribed to online apps for tracking and planning their exercise routines at home. In the UK, Middle East, and some parts of Africa, keffiyehs were used in an attempt to block viruses and to show support for Palestinian nationalism.
Due to the continued influence of vintage fashion and retro-inspired pop culture, 1970s and 1980s styles have maintained a steady presence in the fashion industry throughout the 2020s. clothing such as pinstripes, textured knits with vertical stripes, leather waistcoats, corduroy clothing, navy blue and emerald green power suits with shoulder pads, pleated trousers, and Chelsea boots regained popularity. Shirts with large and pointed collars became trendy again. The increased formality for men returning to the office was, in part, a reaction to the ubiquitous casual wear associated with working from home during the coronavirus lockdowns of 2020–21.
In Britain and the US, clothing that regained mainstream popularity from 2020 to 2024 included clothes with sports logos and color blocks, Harrington jackets, brothel creepers, Miami Vice inspired suits in candyfloss pink, ice blue, buttercup yellow or mint green, baseball jackets, stonewashed denim jackets, and red or green plaid trucker-style jackets with sheepskin lining, aviator sunglasses, brown shearling flight jackets, plaid suits, striped full-button cardigan sweaters with polo shirt collars, white Converse All-Star or throwback Adidas sneakers, tan gabardine trenchcoats reminiscent of those worn by 80s TV detective Columbo, preppy style aran sweaters and fairisle cardigan sweaters with shawl collars, safari suits intended for the modern business casual workplace, double-breasted 1940s-style blazers originally revived in the 1980s as the power suit, camp collar shirts with bold prints or stripes, corduroy sports coats, Ivy League college-style cardigans with trim, jacquard, dog's tooth, and cashmere check wool scarves, tricolour socks, Vans, monotone Plimsoll shoes, towelling polo shirts, turtlenecks, and t-shirts featuring vintage-inspired graphics such as muscle cars, comic book characters, and brands such as Coca-Cola.
Colors such as green, grey, navy blue, red, black, white, forest green, and orange became popular in 2021. Other desired articles of clothing included stylized pale blue and magenta representations of palm trees or cassette players, and 1980s movie posters such as Star Wars or the Ghostbusters logo due to the unexpected popularity of the 2021 film.
Workwear has long been popular among blue-collar Americans, but in the 2020s, it transformed into trendy closet staple for urban gen z men. Brands like Dickies, Bass Pro Shop, and Carhartt, traditionally associated with labor-intensive professions, were embraced by the fashion world and predominantly LGBTQ+ spaces. These items were first introduced to the scene through independent menswear stores like American Classics in London and Oi Polloi in Manchester. As masculine workwear staples—such as work boots, crewneck shirts, camouflage clothes, Detroit jackets, and overalls—became highly sought after by streetwear enthusiasts, they made their way into department stores and high-street retailers. Fast-fashion brands also capitalized on the trend, offering capsule collections of these blue-collar essentials. This style merged southern americana and country music influences with elements of hip-hop and skate culture, creating a distinctive, masculine look with mainstream appeal.
Genderless fashion saw continued popularity on the red carpet, online, and in LGBTQ+ spaces. It became a tool for self-expression and challenged traditional norms. However, gendered clothing remained the cultural standard throughout the majority of the United States and Europe, with mainstream fashion still adhering to traditional gender divides. Originally a niche Japanese subculture, it went mainstream in America, Korea and the UK by 2021, with fashion experts speculating that the emerging androgynous style represents a new ideal of male beauty. The style took inspiration from 1980s fashion, anime, trendsetters like Ryuchell, and the often androgynous style of K-pop boy bands. Dyed hair, makeup, short shorts, knee socks, necklaces, tight pants, brothel creepers, Pink Panther and Betty Boop motifs, feminine blouses in leopard print, and silver or bright colours like pink and orange were particularly common.
Men on the red carpet were also embracing accessories like feather boas and pearl jewelry. Other popular articles of clothing included kimono style shirts, frilly lace blouses, tunics, boots with stacked Cuban heels, crop tops, furry ugg boots, kilts, mint green safari jackets with Nudie Cohn inspired embroidery, shiny jackets with shoulder pads and puffy sleeves, flared trousers, transparent shirts, shawl lapel sports coats sometimes covered with sequins or rhinestones, oversized silk shirts in purple, green, gold or silver, and suits in eccentric colours like gold lame, shiny green sequins, or fuchsia.
During the early 2020s, 5-inch inseam and 6 inch athletic shorts became a wardrobe essential for many American men, largely influenced by the dominant athleisure styles in the country during this time. This trend gained traction due to a combination of comfort and the influence of social media, where showcasing men's physiques contributed to the popularity of shorter shorts. Additionally, brands like Gym Shark, Under armor and Nike, and others capitalized on this trend, designing tailored athletic shorts that could be worn both during workouts and in casual settings. These shorts gained a playful, provocative nickname in the public sphere, being referred to as "hoochie daddy shorts" or even "slutty shorts" as they became a bold fashion choice and a notable part of the evolving trends in men's fashion.
Originally athletic wear, jock straps were worn as regular underwear by many gay men before 2020. However, during the early 2020s some straight men have been buying them either as an erotic gag gift or as fetish wear for the bedroom. Likewise mirroring the themes of genderless fashion the jockstrap has now been reinvented to embrace all genders with brands such as Virtue a genderless brand by Fashion Designer Yotam Solomon launching it in styles that identify with a wearer's anatomy.
The leading trendsetters in androgynous fashion during this time included Harry Styles, Italian shock rock group Maneskin, actor Timothée Chalamet, Bad Bunny, Lil Nas X, Billy Porter, Brad Pitt, Paul Mescal, African entrepreneur Ezra Olubi, and Jimin. Due to the influence of artists like Ru Paul, Jodie Harsh and gay singer Sam Smith, drag queen-inspired outfits went mainstream. Influential designers included Harris Reed, JW Anderson, and Bode.
From 2023 to 2024, the predominant colours in Britain, Australia, France and America were red, white and blue. As in the mid-to-late 1970s, Western shirts with pearl snaps in denim, black gabardine or bright madras plaid made a comeback, and sometimes featured contrasting yokes and cuffs with intricate embroidery. Moccasins, stonewash denim waistcoats with decorative fringes, preppy loafers, navy blue suits and sportcoats, Wrangler jeans or Levi Strauss jeans, suede fringe jackets popularized by Pharrell Williams, Noel Fielding, Post Malone and Beyonce in anticipation of the release of her Cowboy Carter album, straight leg jeans instead of the skinny jeans fashionable from the late 2000s until the mid-2010s, stetsons, white baseball jerseys with bold red or blue pinstripes, striped blue neckties, baggy white pants, Union Jack motifs, Panhandle Slim, Rockmount and Scully sportcoats with contrasting Western-inspired yokes and embroidery, flared jeans, duster coats as worn in the Yellowstone TV series, preppy style college sweaters, retro blue and white striped football shirts, chelsea boots with cowboy boot styling, two-button blazers with red and blue boating stripes, V-neck sweater vests, royal blue baseball jackets with white sleeves, Howler Brothers gilets, shirts and suits worn open to expose the chest, and boxy leather reefer jackets were popular on both sides of the Atlantic.
The "grandpa core" fashion trend of 2024, also known as "eclectic grandpa", is characterized by vintage-inspired casual fashion from the late 1940s to early 1960s. It draws inspiration from the fashion sensibilities of grandfathers from the silent generation and incorporates colorful knitwear like patterned sweater vests or shawl collar cardigan sweaters, braces, loafer shoes, corduroy, high waisted dress pants, and various tweed accessories, especially flat caps. Celebrities such as Harry Styles, Kendall Jenner, Gigi Hadid and Tyler, the Creator have played a significant role in popularizing this trend among the mainstream fashion public in the UK and America.
In the early 2020s, alternative fashion became influenced by past subcultures like emo, punk, goth and scene, in addition to Japanese street style and emerging musical genres like hyperpop, nu metal, ethereal wave, indie music, pop punk, emo pop, punk rap and emo rap.
Hairstyles were frequently androgynous and colorful, taking inspiration from late 2000s scene fashion and sometimes featuring anime inspired accessories like animal ears and tails (called kemonomimi).
Many Gen Z and Gen Alpha E-kids combined late 2000s emo, pop-punk, skater, and vintage aesthetics to create a distinct style. Alternative music fans from the UK and America often wore graphic t-shirts, platform boots, fishnet tights, BDSM collars, bold eye makeup, graphic hoodies, wide-leg pants, dark colors with neon accents, and hi-top sneakers like Vans or Converse All Stars. Layered clothing, such as oversized t-shirts or jackets, was paired with studded belts, tripp pants, and skull jewelry. Brands like Ed Hardy, Hot Topic, and Affliction, which were popular in the late 2000s, made a return, integrating past fashion trends with contemporary preferences. These styles were shared on platforms like TikTok and YouTube, where users blended nostalgia with current trends, creating a fashion movement that reflected both historical and modern cultural influences. The pop punk revival of early 2020s saw artists like Machine Gun Kelly and Yungblud influenced by the e-boy look, blending alterative fashion with their music.
Hip-hop clothing is an umbrella term for a variety of styles influenced by hip-hop and trap music. Throughout the 2020s, streetwear fashion was a continued presence in mainstream culture, incorporating elements from designer fashion, athleisure, and vintage clothing. It drew inspiration from 2000s fashion, blending casual, functional pieces with luxury and expressive details. The style often featured comfortable items like hoodies, sweatpants, and graphic tees, with high-end collaborations and distinct textures and silhouettes.
For Black American and Black British youth, hip hop fashion became more politicized. This was due to the influence of social justice rappers including Stormzy, No Name, the Black Lives Matter movement, and a resurgence of interest in past civil rights organizations such as the Black Panther Party. Slogan T-shirts inspired by punk fashion, black leather jackets or trench coats, hoodies, black sweatpants, face-concealing black bandanas, dark glasses, marijuana motifs, skull masks, morale patches, paramilitary tactical vests, and camouflage patterns were popular. Black American activists in the American south sometimes wore blue union army kepis at the demolition of Confederate statues to taunt lost cause revisionists and white supremacists.
The Opium aesthetic emerged as a subculture within the Rage music scene, heavily influenced by artists such as Playboi Carti, Ken Carson, and Destroy Lonely, who were associated with the Opium record label. This style combined high fashion with monochromatic clothing and hip-hop fashion, drawing inspiration from avant-garde designers like Rick Owens, Raf Simons and Jerry Lorenzo and other similarly unconventional fashion labels. The aesthetic was characterized by luxury items, including oversized leather jackets, pants, black and silver jewellery, and garments with unconventional silhouettes that emphasized bold silhouettes. BDSM-inspired details, such as chains and harnesses, were frequently incorporated into outfits, creating a striking visual style that contrasted with more mainstream fashion trends.
VSCO girl is an American clothing style that tried to emulate the style of the photo app, VSCO. These girls wear scrunchies on their wrists and in their hair with high-side ponytails and headbands. Footwear includes white sneakers, ballet flats, and sandals. They wear either no makeup or little makeup that blends with their skin and prioritizes a cute and comfortable style. Popular e-girl options include high-waisted pants, oversized tie dye T-shirts, long sweatshirts or sweater dresses, bike shorts, Nike track shorts, Nike Tempo shorts, capri and ankle length leggings with socks, T-shirt dresses, denim skirts, overalls, shortalls, high-waisted mom jeans, shirts, sweaters, sweatshirts tucked in their jeans and a belt, headbands, and Nike Elite socks in many different colours. Due to the extensive mockery and overexposure this subculture endured on TikTok, the term VSCO girl became quickily phased out of popular culture despite the clothing's continued popularity throughout the decade.
Preppy girls appropriated the VSCO style during the early to mid 2020s, although their style had very little in connection with the original definition of preppy. Lulu Lemon and Zara clothes are essentials for achieving this look. Brands such as Brandy Melville, Nike and H&M were also popular.
In the early 2020s, American indie kids adopted a youthful aesthetic, taking cues from Japanese kid-core subculture, indie pop, energy drinks, and skater fashion. Indie teenagers claimed to reject fast fashion, turning to thrift stores like Goodwill to find items such as tennis skirts, sweater vests, cow print, mom jeans, crop tops, oversized hoodies and cardigans, Doc Martens, and other eclectic pieces like shortalls, bucket hats, shoestring belts, and fuzzy bags. Despite the anti-consumerist message, much of the clothing embraced by this style was actually produced by fast fashion companies like Shein and AliExpress.
Individuals who influenced this trend include indie rapper Russ and Australian rapper the Kid Laroi. Critics criticized the anti-conformist and environmentally friendly trend, which involved reselling cheap second-hand clothing at inflated prices.
Around 2022, the soft grunge fashion style of the early to mid–2010s began to experience a resurgence in popularity due to videos uploaded on the video sharing application TikTok, where by August of that year, the hashtags 2014Tumblr accumulated 232 million uses, GrungeAesthetic with 611 million uses and TumblrAesthetic with 46.6 million. Harper's Bazaar's writer Ella Sangster credited the revival as a reaction against the clean girl aesthetic which had been prominent on the same platform since 2020. The same year, luxury fashion house Ports 1961 launched their fall/winter 2022 campagne which featured models Vittoria Ceretti and Bella Hadid in soft grunge inspired outfits taken on polaroid cameras. During this time, the style was embraced by celebrities including Emma Chamberlain, Doja Cat and Olivia Rodrigo.
In contrast to the brightly coloured, childlike outfits popular in America, and the mismatched clothing previously worn ironically by hipsters during the 2010s, British indie pop fans favored a darker, more authentic post-punk and garage rock-inspired aesthetic. Critics have compared the early 2020s indie rock revival, with its 1960s- and Noughties-inspired outfits, to the original British Invasion.
Members of the UK indie subculture combined thrifted dress clothing from the mid-2000s to early 2010s with selected vintage clothing and new garments made to retro 1960s patterns by companies such as Madcap England. Artists including Sam Fender, Wet Leg, Lathums, Years & Years, and Wolf Alice popularized velvet or paisley tuxedo jackets in dark blue, green or burgundy, off the peg dark wash slim fit jeans, striped polo shirts with cardigan sweater styling, white T-shirts, black leather jackets, bucket hats, plaid or black miniskirts, dresses with red or black polka dots, striped throwback football shirts popularized by Sam Fender, blouses especially in orange or brown, Argyle golfing sweaters, black or grey Prince of Wales check sport-coats, checked western shirts, ripped jeans, red Doc Martens, suede Beatle boots with pointed toes, bowling shoes, brothel creepers, and parkas.
The dark academia or old money aesthetic, which combined elements of preppy fashion and gothic fashion, was heavily influenced by 1930s and 1940s fashion, particularly attire worn by students at Oxbridge, Ivy League colleges, and prep schools during the time.
Cardigans, oxford blue rowing blazers with contrasting white trim, dress shirts, plaid skirts, tights, knee socks, Oxford shoes, ballet flats, white sneakers, twill jogger pants, and apparel made of houndstooth, and dark grey or brown tweed sportcoats are some of the most identified articles of clothing with the "dark academia" aesthetic. The typical colour palette consisted primarily of black, white, beige, browns, dark green, and occasional navy.
A closely related style, known as "light academia", was characterized by neutral and light colours, including soft blues, pinks, whites, creamy yellows, beige, light greys, light purple, pastel and dusty colours, plaid, stripes, and argyle patterns reminiscent of the preppy look of the early 1980s. Variants to this style, which originated in America as an internet trend, included "pastel academia," "romantic academia," and "chaotic academia".
Goblincore and cottagecore are closely related subcultures that combine nature-inspired clothing with a vintage, worn-in vibe. Key items include oversized sweaters, cardigans, loose blouses, long skirts, floral dresses, and overalls. These clothes may feature nature-inspired patterns, such as frogs, mushrooms, strawberries or other earthy motifs. Accessories like woven baskets, straw hats, chunky jewelry made from wood or stone. This aesthetic has become popular within the LGBTQ+ community for its focus on self-expression.
Fairy grunge combined the aesthetics of fairycore, coquette, and grunge. Social media creators were mostly responsible for popularizing this aesthetic. Fairy grunge can be seen as a natural extension of the kinderwhore style — which has deep roots in grunge — but with a more ethereal note. Fairy grunge often included oversized t-shirts or hoodies, long or mini skirts, nightgowns, corsets, mittens, gloves, skull patterns, mesh tights or fishnets, high knee socks, leg warmers, platform Demonia shoes, fairy wings, and elf ears.
Nymphet, also known as coquette, is an aesthetic that draws on a character cliché first used by Vladimir Nabokov in his 1955 novel Lolita and its two subsequent film adaptations (1962 and 1997). Heart-shaped sunglasses, pastel colors, floral/cherry patterns, ballet shoes, hair bows, pigtails and lace dresses are essential to achieving the coquette look. Musician Lana Del Rey is cited to be a style icon and helped popularize the nymphet aesthetic for Gen Z women. Coquette has been criticized by some writers, such as Iustina Roman, for the glamorization of eating disorders, pedophilia, racism, and classism.
Barbiecore, also known as bimbocore, was a fashion style inspired by the Barbie doll. It became popular in 2022 and 2023, especially following the release of the Barbie movie. The aesthetic featured a color palette with bright pinks, including hot pink, as well as pastels, white, and metallics. The fashion included fitted dresses, mini skirts, and crop tops, often made from shiny fabrics like satin and glitter. Accessories like oversized sunglasses, platform shoes, and bold jewelry were also common. The movement represented the feminist themes seen in the movie.
A visually similar Japanese subculture, known as Gyaru, dates back to the late 1990s. The style acts as a meta-ironic parody of the mid-2000s to early 2010s millennial girlboss feminism, acknowledging that they are appealing to heteronormative feminine beauty standards and sexist stereotypes, while being trans inclusive and sex positive. Pro-sex work and pro-women's rights, Bimbocore gained popularity in leftist TikTok communities. McBling, a similar aesthetic, was commonly mislabeled as Y2K. Millennial pink as worn by Margot Robbie in the Barbie film, rhinestones, small handbags, large sunglasses, and pop music define this aesthetic.
Barbiecore or Bimbocore was criticized for glamorizing the sugar baby lifestyle, bimbo feminism and adult platforms such as OnlyFans, but that did not end the movement's popularity with Gen Z. McBling has also been thoroughly criticized for racism, whitewashing, classism, and fatphobia.
Gorpcore is a style that emerged in the late 2010s and early 2020s, coined by Jason Chef in 2017. Gorpcore incorporates tech-based, loose-fitting outdoors and camping-chic inspired styles. A significant part of this style category is defined by the earthy and muted tones often found in the range of gear included in the trend, such as olive green, khaki, beige grey marl, and horizon blue. The style reuses and incorporates style inspirations from previous style generations and similar outdoorsy styles. The style is somewhat open for interpretation because it is fairly new, making it flexible and creative, although certain patterns and forms often help classify an outfit as gorp.
Brands associated with the gorpcore aesthetic include Arc'teryx, Patagonia, and The North Face, although secondhand, sustainable clothing from vintage shops, thrift stores, and online stores like depop, etsy or Thred-up is also widespread. The trend is considered by many to be elitist, and often the brands associated are premium brands with high price tags out of range for average wage. Apparel pieces that make up the trend include down jackets, body warmers, anoraks, utilitarian Eagle Creek and Osprey rucksacks, crew neck and v-neck t-shirts with zipper pockets, utility pants, moisture-wicking trekking shirts with short sleeves and snap fasteners, knit caps, big headphones and racer-glasses.
The style is unisex, reflecting how people search for new ways to incorporate previously underutilized categories of utilitarian outdoor activity-related clothing into modern urban settings.
Jirai Kei, literally means "landmine type", is a fashion subculture originating from Japan's Kabukichō and spread in popularity in the early 2020s. The fashion incorporates dark and kawaii styles. Described as similar to Lolita and Preppy fashions in clothing, it's often paired with accessories with bow, heart, cross, and lace elements, and wear platform shoes. The primary colors in Jirai Kei are black, white, and pale pink. Jirai Meiku (meaning "mine makeup") is a related makeup style that makes the eyes look red and swollen, and the skin look white or almost translucent. Kuromi and My Melody from Sanrio are regarded as popular mascots of Jirai Kei. Jirai Kei fashion has been met by widespread social prejudice, directed towards those who wear Jirai Kei and their lifestyle choices.
Due to the restrictions on hair salons during the lockdowns, many women grew out their hair or watched tutorials to do their own hair. Popular styles included curtain bangs, 1980s, 1990s and early 2000s-inspired bangs, hair extensions, ponytails, twin pigtails, French braid, shaggy hair commonly known as the "wolf cut", and natural hair for Black American women. Along with these hairstyles, 1960s-inspired beehive hairdos were popularized by British pop singers Emily Capell and Joy Crookes Early 2000s fashion-inspired straightened and brightly dyed hair was made popular by Doja Cat and Billie Eilish from 2021 to 2022.
In the early and mid 2020s, common hair accessories included pearl and sequin hair clips, headbands, bandannas and scrunchies. During the lockdowns of 2020–21, some women in the UK, America, and Asia experimented with DIY hairstyles at home, including the bob cut, the crop, the partially shaved head, bangs, and the pixie cut.
From 2023 onwards, a longer straightened version of the bob cut, sometimes dyed blonde, became popular among middle-class women in Britain and the US. In 2024, ultra long hairstyles made a comeback.
By 2020, the popularity of full beards associated with hipster subculture declined in many regions, except in parts of the Middle East, Africa, Eastern Europe, and Latin America. In Western countries, beards were generally kept short to highlight facial features and accommodate the use of masks.
Popular styles included curtain bangs, permed hair (referred to as the "broccoli haircut" by Generation Z), the "wet mop," mullets (particularly in the United States and Australia), the "Edgar cut," and shaggy hair. This revival was partially influenced by the closure of barbershops in the United Kingdom and the United States during the COVID-19 pandemic.
Many younger Black American men opted for natural hair from 2021 onwards, especially the skin fade, textured Caesar cut and short versions of the afro or dreadlocks combined with an undercut. Meanwhile, many balding men in the UK, America, and Ireland continued to get buzz cuts at home during the lockdown. Young males began growing mustaches in the summer of 2022, partially inspired by Miles Teller's role in Top Gun: Maverick.
Generation Alpha's interest in skincare continued the skincare boom that started in the late 2010s and carried into the next decade. As Generation Z and Millennials focused on taking care of their skin, Gen Alpha joined in by following skincare routines that helped keep their skin healthy. The popularity of apps like TikTok played a big role in this uptick, as many young users discovered new skincare products and tips through videos and trends. With more products available for different skin types, the trend kept growing, and social media became a place for sharing skincare advice. This helped keep the skincare trend strong, with Gen Alpha playing a big part in shaping how the beauty industry evolved.
In the early 2020s, many skincare and beauty trends became popular in the United States and around the world, especially with the help of social media. One of the most talked-about trends was "slugging," where people applied a thick layer of petroleum jelly on their face to keep moisture in and protect their skin. Along with this, wearing sunscreen every day became a must to protect the skin from the sun, while vitamin C serums were used to brighten the skin and even out spots. Many also used retinol to help reduce fine lines and make their skin smoother. Another popular trend was gua sha, a technique from China where people used a smooth stone to gently scrape their face to help with blood flow and relaxation. People also started using rice water to treat their hair, a practice from Asia believed to make hair healthier and stronger. Finally, some young people started using baby Botox, which involves small amounts of Botox to prevent wrinkles before they appear. These trends showed how people were trying new ways to take care of their skin and look their best using both new ideas and old traditions.
In the early 2020s, there was a cultural shift away from the bold, drag-inspired makeup of the late 2010s. In contrast to the previous decade's trends, the "clean girl" look became popular, especially among Generation Z and Generation Alpha. This style moved away from thick eyebrows, colorful eyeshadows, and matte foundations, focusing instead on a more moisturized dewy makeup look that appealed to mainstream America. The clean girl look evolved from the "model off-duty" style of the previous decade. It gained popularity in the early 2020s, with models like Bella Hadid, Hailey Bieber and Lily-Rose Depp leading the trend. The style featured slicked-back hair, fluffy brows, dewy skin, bleached eyebrows, flushed cheeks, and glossy lips, aiming for a casual, effortless appearance that resonated with the relaxed aesthetic favored by gen z and gen alpha.The style was focused on appearing effortlessly flawless and casual, adapting all the fashion trends from the early 2020s and giving them a muted tonal color palette and a sexy, carefree attitude. The strong emphasis on skincare, diet, and exercise made the clean girl not only a fashion statement but a lifestyle as well, similar to her 1960s predecessor. The aesthetic has been criticized for cultural appropriation, toxic positivity, and fatphobia, which affected its mainstream popularity.
The maximalist graphic eyeliner trend of 2022 allowed British and American women to emphasize their eyes with vibrant colors and geometric designs. Graphic eyeliner made headlines and introduced women to new methods to experiment with facial makeup.
From 2021 onwards, new tattoo styles emerged among younger trendsetters. Popular trends included colourful modern reinterpretations of traditional Japanese tattoos, psychedelic art, tramp stamps, minimalist black and white portraits, lightning bolts, fine art, pop culture mashups, holograms, and dot work. Other popular tattoo designs included spiritual meanings such as representations of the Buddha, Hindu mandalas, and the tree of life. Tribal tattoos and hyperrealistic portraits of loved ones popular during the 2010s declined.
The Brazilian butt lift is a gluteal fat grafting procedure that utilizes excess fat collected from other body areas to add buttock volume and projection or adjust overall shape and symmetry. The Brazilian butt lift reached its peak media coverage in 2021, when it was declared to be "the world's most dangerous cosmetic surgery", with news headlines discussing the procedure's risks and fatalities following the procedure.
The "fox eye lift" in particular, was a contentious cosmetic trend because of the strong racial connotations associated with giving someone an oriental eye shape. The concept of a positive canthal tilt became a topic of discussion for men and women, due to social media platforms such as TikTok.