Y2K Fashion: The Nostalgic Bridge Connecting Generations in Post-pandemic Japan

Post-2020, as the global pandemic transformed our lives and forced us into physical isolation, a unique fashion metamorphosis occurred in Japan. The popular trend of “Nomocore”, an amalgamation of “Normal” and “Hardcore”, signifying “extreme normalcy”, became prevalent. Dominated by earthy tones, devoid of accessories, this trend was a subtle nod to blending in.

Pre-pandemic, Japanese youth had meticulously chosen attire based on Time, Place, and Occasion (TPO), reflecting societal norms and expectations. However, with interactions relegated to online platforms, the emphasis shifted from societal perceptions to personal comfort and self-expression. Young people began to experiment with bolder, more colorful, and unconventional fashion choices.

Simultaneously, an old trend was getting dusted off — the Y2K fashion. Deriving its name from “Year 2000”, the Y2K style heralded a revival of early 2000s fashion — think crop tops, mini skirts, and low-rise jeans. Icons of the 2000s, like Britney Spears and the Hilton sisters in the West, and the “109 girls” in Japan, epitomized this trend. Vibrant and filled with panache, this look appealed greatly to Gen Z.