Gen Z is particularly interested in Y2K and '90s fashion trends as of late. Gleaning inspiration from shows like "Sex and the City" and "Friends," shoulder bags are a particular favorite. Aesthetics like indie sleaze and quiet luxury reign supreme, thanks to viral moments that are shared widely across TikTok, such as Sofia Richie's high-fashion wedding or Princess Diana's off-duty old money wardrobe. "Trends like indie sleaze, the old money aesthetic, and Y2K are booming, and it is apparent in their purchasing power and what is in high demand," says Wu.
You can't understate the influence of TikTok — or TV shows — on these burgeoning trends. "TikTok absolutely trickles down to our users' interest and buying habits," Wu explains. "During the pandemic, Gen Z bonded through a nostalgic lens on social media and especially TikTok. The emerging trends harkened back to shows like "Sex and the City" and "Friends." The items in those '90s shows are making a comeback now. The Fendi baguette is a great example that sparked high search for about two to three weeks, but then also faded quickly."
