Fashions of the 2020s represent a departure from 2010s fashion and have thus far been largely inspired by fashions of the early to mid 2000s as well as the 1960s and 1980s.[1][2][3][4][5][6] Popular unisex brands in the UK, US and Australia include Adidas, Nike, Globe International, Vans, Kappa, Tommy Hilfiger, Asics, Ellesse, Ralph Lauren, Forever 21, The North Face and Superdry.
Many companies, including Shein and Shekou, used social media platforms like TikTok as a marketing tool and have often collaborated with influencers and celebrities to help promote their product/idea to their audience. The rise of e-commerce platforms such as Depop and Etsy made it accessible to buy vintage, homemade, or resold clothing from individual sellers, not major fast fashion retailers
The spring of 2020 was characterised by a rejection of the form-fitting 2010s fashion in the UK, Asia, Latin America, Australia and Europe, due in part to the coronavirus lockdown and a resurgence of interest in early to mid 2000s fashion. Fairtrade, vintage and cruelty-free friendly clothing free from wool and leather went mainstream in reaction to the needless disposal of unsold cotton and polyester fast fashion clothes, and also in response to the closure of high street stores during the coronavirus pandemic. Fashion conscious British women rejected nylon, acrylic, rayon, new cotton and polyester in favor of tencel, linen, organic cotton and recycled polyester. In India, Pakistan and Ceylon, Generation Z girls repurposed the sari worn by their mothers' generation by 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 for a sleek, modern and corporate look.
By fall 2020, younger British and American women were abandoning skinny jeans in favor of sweatpants, puffer jackets made from upcycled deadstock fabric, sweat suits, crocs, leggings, baggy shorts, mom jeans with t-shirts, sweatshirts, sweaters and other tops tucked into the jeans with a belt, high rise jeans and pants, shortalls, pants with drawstring waists such as jogger pants, etc. zip up denim jumpsuits with large pockets, pink velour tracksuits, platform sandals, baggy pants, white knee boots, ballet flats, white sneakers such as Vans, Keds, Nike Air Force 1s, or Converse, boot cut pants and leggings,[24] miniskirts, fringed handbags especially in black or yellow, multi-coloured 80s inspired earrings made from recycled ocean plastic, brocade topcoats, midriff baring tops, leather skirts, puffer jackets,[27] ankle length skirts sometimes made from sheer fabric,[28] Telfar branded bags, ribbed turtlenecks, off the shoulder knitted tops in beige or blush pink, white bralets, chunky cable knit scarves, culotteschelsea boots, Doc Martens, science fiction inspired metallic jackets, loose-fitting shift dresses[31] or blouses, oversized 80s inspired pale blue or dog's tooth check jackets popularized by Kaia Gerber and Miley Cyrus, and cashmere cardigans,[34][35] and it became acceptable to wear pajamas in public. Popular colors included grey, silver,[30] pastel pink, violet, pale blue, lavender, mint green,[26] faded yellow, pastel teal, orange, red and brown. Workplace dress codes became more casual due to a higher proportion of white collar staff working from home, and many professional women paired a formal blouse with casual leg wear like shorts or even pajama bottoms when holding video conferences..
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