Mark Ronson, Lykke Li, Julianne Moore, Pierpaolo Piccioli, and Joan Collins at the 2019 Met Gala themed "Camp"

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VSCO, E-Girl, Harajuku - do you know these hip styles?

5.2.2020

Translation: machine translated

The new trend terms in fashion have it all. They sound bizarre, but are more versatile than ever. A guide to the most popular fashion styles of Generation Z.

Looking back on the past year, Google publishes a ranking of the most searched fashion terms. In addition to the most popular outfits from the red carpet or the hottest "how to wear looks", the "top trending style searches" are also listed. Looking through the ranking, I stumble across several terms. As a fan of anime and "underground" films, I know what "camp" and "steam punk" mean. But what is the VSCO trend all about and what does an e-girl look like? Apparently, despite my diligent flicking through fashion magazines and internet access, I've missed out on a few trends. I start my research.

Camp

In first place is "Camp". Writer and dandy Oscar Wild coined the term back in the 18th century. Camp stands for an ironically exaggerated and often kitschy expression. During the Met Gala 2019 with its "Camp" theme, hysterical compositions of glitter, feathers and tulle floated across the red carpet in the spirit of Camp.

E-Girl and E-Boy

As with the "e" before email, this is the abbreviation for "electronic". The "electronic" boys and girls meet online on apps such as TikTok. The style is a collage of the look of Japanese manga characters and the supposedly dead "emo style". The 17-year-old singer Billie Eilish represents the trend in pop culture. Colourful hair, make-up reminiscent of the comic figure "Joker" and a sentimental mood are all part of it. [[product:10027898,6069486,8766471]]

Steampunk

Inspired by fantasy novels, steampunk describes an alternative future. The aesthetics of this retro-futurism are reminiscent of the Victorian era. Nostalgic technology such as steam-powered machines or cogwheel gears are combined with modern inventions. The enthusiasm for inventiveness is typical. Followers of the scene often create costumes and accessories themselves in elaborate handiwork. [[product:8049513,8856840,8472401]]

Harajuku

Representatives of the Harajuku style meet in the Tokyo neighbourhood of the same name.
The style is eccentric and utilises pretty much every existing form of aesthetics. Harajuku can be divided into numerous styles. Lolitas wear baroque-style costumes in pastel colours, gothic lolitas wear Victorian robes in black, while the decoras have a brightly coloured layered look and plenty of accessories. In addition to the elaborate costumes, posing in public is also essential. [[image:32393456 "Teenagers dressed in Harajuku style." "@tokyofashion"]]

Preppy

The term preppy is derived from "preparatory school". These secondary schools are attended by children from wealthy families. The dress code is smart, the clothes are high quality. Classics such as polo shirts, loafers and chinos are an integral part of the outfit. The collections from Lacoste, Ralph Lauren and Tommy Hilfiger are known for their preppy look. [[product:11263036,11756549,7174584]]

Yankii

This subculture also comes from Japan and has existed since the 1950s. After the Second World War, youth gangs adapted parts of Western popular culture. Elements of rock and punk are combined with traditional style elements. Football jackets are embroidered with Japanese characters, the "Nikkapokka" work trousers are combined with Hawaiian shirts. Closely related to the Yankiis is the Bōsōzoku subculture, whose followers ride pimped-up motorbikes and cars.

Vintage

For their appearance on the red carpet last year, many stars opted for a dress from the archives of their favourite designers. Sustainability is in focus, dresses can be bought secondhand. As trends repeat themselves at ever shorter intervals, a second-hand piece can also be totally hip. Vintage style does not describe a specific aesthetic, but rather the trend of shopping more frequently at flea markets or in vintage shops.

VSCO

The filters of the VSCO app give the Instagram posts of the so-called VSCO girls the typical faded, pastel look. The style includes a list of specific fashion items. The hair is tied into a bun with a scrunchie. The Fjällräven "Kanken" rucksack is a must, as are a pair of Birkenstocks or Vans and, at best, you'll be travelling with a pennyboard. As an expression of their environmental awareness, these girls only drink from reusable drinking bottles or straws and swear by the natural no-make-up style. [[product:7475490,6877277,6592355]]

Emo

The term is originally derived from the music genre "emotional hardcore". Emos combine elements of grunge, punk, goth and skate culture. The hit "Durch den Monsun" by "Tokio Hotel" helped the emo style achieve its commercial breakthrough back in 2005. The subculture was discussed controversially in the media. The androgynous look made them the target of bullying attacks, and the scene was also rumoured to be suicidal and prone to self-harm. [[image:32660408 "Emo with typical haircut." "@silencearsenal"]]

Header image: Mark Ronson, Lykke Li, Julianne Moore, Pierpaolo Piccioli, and Joan Collins at the 2019 Met Gala themed "Camp"

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Luisa Silvestri

Senior Digital Media Designer

Luisa.Silvestri@digitecgalaxus.ch

If I'm not eating a cordon bleu, I'm probably browsing the Internet and finding funny Youtube videos as well as inspiration. I am passionate about fashion, movies and cooking. As a self-proclaimed fashionista, I don't do sports neither do I eat vegan or gluten-free. As Sophia Loren once said: «Everything you see I owe to spaghetti» – or in my case, cordon bleu.

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VSCO, E-Girl, Harajuku - do you know these hip styles?

Camp

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Preppy

Yankii

Vintage

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