In Vogue: Our Trends Expert on TikTok’s “Twee” Fashion Craze

26 Jan 2022
In <em>Vogue:</em> Our Trends Expert on TikTok’s “Twee” Fashion Craze
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The fashion trend resurrects a “cute and nostalgic” aesthetic from ten years ago, suggesting Gen Z’s craving for more affordable, unique and authentic offerings.

All things “twee”—from thick-rimmed glasses to buttoned-up librarian cardigans—is making a comeback, especially on TikTok, further proving that Gen Z is a values-driven generation, keen on secondhand finds and more sustainable everything.

Tracking the trend’s rapid rise, Anna Pompilio, a senior strategist and trend forecaster at LPK, spoke with Vogue Magazine about its resurgence: “When twee originally entered fashion 10-plus years ago, it was hot on the heels of Y2K’s sexy, hyper-glam, over-the-top, party-girl aesthetic,” she says. “Twee characterized itself as cute and nostalgic—we saw a shift from label obsessed to thrift-core.”

The twee trend tells us where fashion is steering, but it also gives us broader signals on shifting consumer sentiment and behaviors: “With millennials and Gen Z being more conscious of—and quicker to dismiss—fast fashion, this trend better appeals to their values and means, consisting of found items, thrift trips, and vintage gems. It’s more affordable, and there’s room for unique iterations and personal flair.”

To read the full piece on Vogue.com, head here.

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