Transformation from Earthy Green to Beige Tone
In the world of fashion, 2025 has seen a significant shift in trends, with a move towards more conservative and polished looks. This evolution can be understood in the broader context of fashion’s cyclical nature and socio-political dynamics.
The Brat Summer movement, which originated around the release of Charli XCX's 2024 album Brat, has waned from its peak in 2024 but remains a recognised subcultural moment. Characterised by hyperpop beats, the indie sleaze aesthetic, neon green visuals, and a carefree, rebellious attitude symbolised by messy fashion and wild parties, Brat Summer experienced a resurgence in 2025 around events like the Coachella festival. However, cultural discussions have turned critical or ironic, reflecting a shift from the original celebratory, messy youthfulness.
One of the most notable shifts in fashion is the rise of the Clean Girl, Trad Wife, and Old Money looks. These trends promote cultivated boredom, wealth without protest, and femininity without resistance. Iconic figures like Kate Moss, who was an icon of the "heroin chic" from the 90s, have new lines at Zara, while brands like American Eagle have shifted their advertising strategy to feature white, normatively beautiful actresses and models.
The Tradwife trend, popularised by influencers like Nara Smith and Hannah Neeleman, is a modern interpretation of the traditional wife. Meanwhile, the t-shirt with the slogan "Protect the dolls" has become a solidarity cry for the rights of trans people.
The current fashion discourse has also seen a resurgence of the '90s body image, characterised by pathological thinness, under the hashtag #SkinnyTok. Despite being blocked by TikTok on pressure from the EU, the message of #SkinnyTok continues to live on, fueled by the medication Ozempic. This trend has been criticised for its perceived sexualization and eugenic undertones.
In contrast, fashion can counter conservative trends with a shinier, brasher, communal resistance on the streets. Artists like Ikkimel are performing with skimpy leopard print thongs, rapping about pussies, sex, and chaos, and having men in dog masks locked in cages on stage.
The move towards conservative fashion trends also extends to political spheres. The conspiratorial and right-wing conservative US lifestyle magazine "Evie" featured the influencer Nara Smith on its cover, while there are over 90 right-wing fashion brands in Germany currently, using clean, minimalistic aesthetics with subtle to overt right-wing messaging.
Protest remains the most effective way to be seen and heard in the fashion world. The campaign for American Eagle's jeans line has been criticised for its perceived sexualization and eugenic undertones, sparking protests and calls for boycotts.
In summary, 2025 has seen a shift towards conservative fashion trends, with an emphasis on white and slim aesthetics. However, counter movements continue to challenge these trends, creating a dynamic and evolving fashion landscape.
- Influencers like Nara Smith, who are associated with traditional wife aesthetics, are not only found in the fashion world, but also spark conversations in political spheres, as evidenced by their cover feature in the conspiratorial and right-wing conservative US lifestyle magazine "Evie."
- While the Clean Girl, Trad Wife, and Old Money looks dominate the mainstream fashion-and-beauty scene, a counterpoint can be seen in the bold and unapologetic fashion choices of artists such as Ikkimel, who uses skimpy leopard print thongs and racy lyrics to challenge conservative fashion trends.
- The rise of the #SkinnyTok movement, despite being blocked by TikTok due to its controversial content, continues to influence general-news discourses, sparking discussions about body image, sexualization, and eugenic undertones in fashion and entertainment.
