y2k is short for year 2000, namely "millennium", y2k style is also known as millennium style, refers to the popular fashion style around 2000. So what was fashion like 20 years ago? We can find the answer from the star works of the time: Zhang, personality, youth, cool, color, sweet and spicy.
The cover of the 1997 song "Spice Up Your Life" by Girl Power on behalf of the Spice Girls:
The cover of Britney Spears' 1999 album Baby One More Time and her 2000 Oops!... I Did It Again:
In 2020, Gen Z started wearing retro fashion on TikTok. Soon after, fashion brands like Blumarine and Celine, and European and American stars like Rihanna, Dua Lipa and Bella Hadid seized on the trend and led the y2k trend to boom again.
2002 Cover of pop punk icon Avril Lavigne's Sk8er Boi:
y2k is a revival of millennial culture. In addition to inheriting the spirit of "making personality known", it is also slowly integrating the culture of the new age, such as nail art, Ju aesthetics, filters, etc. In terms of fashion characteristics, it focuses on "hot girls", but values "sweet" more than before. This is related to the rising demand for pressure relief in the turbulent environment of the past two years, and also related to the influence of social communication content such as the frequent emergence of sweet pet and healing works in recent years, and the recent popularity of Lang Sister Sweet Sister Wang Xinling. From netizens' expression "because life is too bitter, we need some sweet", we can also see the weight of "sweet" nowadays.
y2k core has high public acceptance and strong recognition of y2k elements, which is a fashion style easily spread widely. Fashion, lifestyle, cultural and other brands can try to use y2k elements to innovate products and marketing. In addition, y2k style is no problem for young people aged 20-30. Retro marketing is easier to link to this demographic.