Gen Z and millennials are reviving an 'old money' aesthetic. They're done with the 'new money' of the 2010s and everything that came with them.
first reported on the"old money" aesthetic in fashion, writing that Gen Z lusts after"the unapologetically pretentious Ivy League-slash-Oxbridge fourth-cousin-of-a-Kennedy country club vibe."
TikTok users have rediscovered prep and are driving the trend, Morgane Le Caer, content lead at Lyst, told Insider. The fashion search platform has seen increasing demand for preppy styles. Over the week ending on September 24, searches for leather loafers were up by 28%, pleated skirts by 16%, Peter Pan collar shirts by 23%, and pearl necklaces by 29%.The trend is also referred to as"dark academia" or"light academia" depending on the setting, La Caer said.
It's also a response to the casual outfits that typifies the new millennial billionaire class: Dressing in the polished way of a northeastern socialite is ultimately a rejection of the tech CEO's hoodie and sneaker ensemble.The posh look first took root in form of thethat some millennials gravitated towards pre-pandemic, rich in porcelain figurines, English antiques, chintz wallpaper, and brocade curtains.
This maximalist vibe was a response to the minimalist, neutral trends that have reigned over Instagram's early days. It picked up during the pandemic as millennials and Gen Z eschewed mass-market home decor for vintage furniture, partly a result of supply chain issues and partly as a quest for sustainable and stylish items,