Search volume increased by 450%, and the Y2K trend swept Europe and the United States

In the finals of Sister Lang broadcast last year, the sweet and cool AI girl Zhu Jingxi successfully stood out with her eye-catching outfit: low-waist jeans, metallic feel, fluorescent colors. Older netizens may know what style she is wearing, which is the Y2K (millennial style) that is popular all over the world in 2020. Recently, the Y2K millennial style has gradually swept Europe and the United States.

According to Google Trends, searches for Y2K have been on the rise over the past year , reaching a peak this year. On TikTok, the most popular tag, y2k, has been viewed 2.4 billion times, and the tag y2kfashion has been viewed 125 million times .

The so-called Y2K stands for Year 2000 Problem, which refers to the problem that on January 1, 2000, due to some problems in computer program design, some incorrect operations may be triggered, causing pauses or catastrophic problems in some industrial sectors.

Therefore, young people in the millennium began to advocate the Y2K style of escapist dressing , often emphasizing factors such as technological sense, fluorescent colors, and metallic feel .

Today, due to the spread of the global COVID-19 pandemic in the past two years, as well as the interweaving of climate change, economic crisis, and social unrest, the new young generation has once again turned their attention to the millennium, and one cannot help but sigh that fashion is truly a cycle.

At present, the Y2K style has become the fashion darling of many Instagram influencers, fashion shows and global mainstream music. Both Sk8r Boy (Avril Lavigne) and Kim Kardashian are promoting the millennial new retro fashion movement.

In addition, Generation Z's preference for second-hand products and retro styles is also an important driving force for the development of Y2K . On major resale platforms, many popular second-hand goods come from the millennial generation. According to data from the online resale market Tradesy, searches for topics related to the year 2000 have increased over the past year, including low rise (50%), baby T-shirts (2000%) and overalls (28%).

Among them, Juicy Couture , a fashion brand that fits the millennial style, has seen a huge increase in value over the past year. According to data from Lyst, a global fashion search platform, searches for Juicy Couture this year have increased by 179% compared to last year.

Speaking about the recent explosion of Y2K style , Bridget Mills-Powell, content director at Lyst , said: The 2000 aesthetic style has gone from a niche market to a major trend. Since last year, searches related to the Y2K bug have increased by 450% on the platform Lyst , with red carpet stars being the most important promoters.

According to Google data, the Y2K style is mainly popular among young people in Europe, America, Australia and Hong Kong . Interested businesses can consider making reasonable layouts in these regions to seize business opportunities.

Y2K

Millennial Style

Fashion