Sex sells. Being sexy sells
.
At least, it has done it historically: you can go to the imagery of
Helmut Newton in the 70s
, but there were not a few
campaigns by big firms in the 90s, but especially in the 2000s
, which used the most literal sensuality for purposes economical and communicative.
How can we forget the always controversial images of
Tom Ford
for his own brand or for
Gucci
(like that 2003 ad in which there was a G in Carmen Kass's public hair)?
And that controversial, and now cancelable, Dolce & Gabbana ad from 2007 with a model surrounded by men?
And all the
Armani underwear
ads ?
If
Dior
fell in
2003
with Gisele Bündchen, there was no escape.
In fact,
Missoni
slightly reinterprets this idea in her latest campaign.
What ended up being called
porn-chic
seemed unbeatable, as universal desires tend to be. Then, the constrained and alarmingly little diverse look was a norm that could be seen in posters of many square meters and in television series; also
in the public's way of dressing at that time
. It was in the '90s when
Alexander McQueen
came up with the
Bumster
, those extremely low-rise pants, but it turned out they had their big break at the turn of the century. For the designer,
they revealed the part of the body that he found "most erotic, whether for a man or a woman"
.
At the time, they dragged with them a huge
controversy
, but they did not leave the closets.
Moreover, the approach to the body of McQueen became basic when designing a look in those years,
Britney Spears, Keira Knightley and Christina Aguilera
through.
It was necessary to show the belly with short tops and let the underwear glimpse, which would also explain
the good moment that the 'underwear' of Giorgio Armani or Calvin Klein lived.
What happened next will be in recent memory:
Tumblr
and figures like
Taylor Swift
appeared to claim the '
twee
' style, that is, the
pure and simple twee, which coexisted with a certain gothic aftertaste (a salute to those who called themselves
as
emos between 2006 and 2010) at the dawn of social networks as we know them today.
Or rather, in the blog phenomenon.
This was followed, on a purely fashion level,
by Alessandro Michele's first collections for Gucci
, which since
2015
forgot Giannini's '70s glam and, of course, Ford's explicit sexy, for a highly personal interpretation. which, among other things, led
to the association of 'nerd' with 'cool'.
Rimless glasses, XL bows, discreet coats... Yes, an evolution of that 'twee', with less innocence and more deep romanticism.
With all that, the experimentation with the 'athleisure' and the 'normcore' of Phoebe Philo,
the sexy did not live his best moments.
He was understood as outdated
and, throwing snobbery, he became part of that low culture that many looked over their shoulders.
It was the turn of long midi lengths, pleated skirts and horn-rimmed glasses (does the echo of the hipster resonate in your ears right now?).
But if life rolls like a Ferris wheel, as much as that fed up Camilo Sesto, fashion, even more so.
And one that goes so fast that although we haven't finished assimilating the return of the sexy of the 2000s, we are already talking about the return of the 'twee' thanks to characters like Lexie in Euphoria.
But little by little.
Although the style of one of the great discoveries of Levy's series deserves a separate analysis, we are going to focus on what has brought us here: sexy.
Because yes,
the 2000s have inescapably returned to the catwalks and, therefore, to the rest of the firms that are already beginning with a slow but constant trickle of this type of visual coordinates.
The first example that illustrates this new
Y2K
style is
bras
, which claim a space on the outside.
So much so that, according to the
Livetrend
analysis platform
, they have sneaked into 363 outfits this season, 120% more than in spring-summer 2021.
Another growth that cannot be ignored is that of the controversial and mentioned
low-rise pants, which appear 250% more than in the previous year
. It is one of the essential trends of the season and one that has the opportunity to crystallize the change in mentality: if it appeared in many slim bodies then, now it could be something for any type of morphology. As is the case with
low-rise cargo pants, a concentration of two-mile characteristics that have also starred in 104 looks
.
There is more data that proves how that style of the 2000s that put a lot,
a lot of attention on the body
, is very present right now.
Elevated
leggings
(the simple and sporty ones are not worth it) have grown by
107%
this year, while
miniskirts have grown
by
305%: they are the basic of 605 looks
and one of the essential garments this season.
Although showing the skin is one of the most effective and dramatic strategies to approach Y2K (there are also
short jackets, whose presence has increased by 59%
compared to the previous summer), using
fabrics
to play with the silhouette also works well .
, very well.
For this reason,
tight or 'second skin' tops have experienced a growth of 253% and the 'bodycon' dress, 135%
, while those with
transparencies, 41%
.
The maxim is clear: the 2000 are now interpreted as an ode to the body.
For this reason,
being sexy (normatively speaking) is back in fashion can be an opportunity to reconcile with corporality... and with oneself.
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