Greens, Jeans and Gaps

The fashion of the 2020s represents a style defined by short-lived social-media trends and nostalgia for older aesthetics. It has been largely inspired by styles of the late 1970s to late 1980s, the late 1990s to mid-2000s, and elements of Modern Medieval fashion, boho-chic, Indie sleaze and mid-century fashions from the 1940s, 1950s and 1960s. The early and mid 2020s were driven by microtrends, social media influencers, and niche online communities that transformed internet aesthetics into the dominant tastemakers for fashion. Early in the decade, several publications noted the shortening trend cycles, niche revivals, and nostalgia cycles in 2020s fashion. The COVID-19 pandemic also had a major impact on the fashion industry and led to shifting retail and consumer trends. In the 2020s, many companies, including fast fashion giants such as Shein and Temu, began 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 that promote small businesses, such as Depop and Etsy, grew by offering vintage, homemade, or resold clothing from individual sellers. Thrifting also exploded in popularity because of the potential to find valuable pieces of clothing at cheaper prices.