Why Are Gaultier & Courreges Going Viral On TikTok?

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Still, the overall popularity of vintage among Gen Zers on TikTok doesn’t explain the growing popularity of three specific brands that experienced heydays in vastly different eras. According to Breakell, that has more to do with the trends synonymous with the labels than the time frames in which they each debuted. “It so happens that these brands’ signature styles really align with the current trends,” says Breakell. Take, for example, retro futurism, a term used to describe the sartorial legacy of brands like Courrèges and Pierre Cardin, which was a huge trend on the fall ‘21 runways (think: Marine Serre’s printed bodysuits, Paco Rabanne’s chainmail dresses, and even modern-day Courrèges’s mod minis and sets). Mesh naked dresses and vibrant, Mod prints like those designed by Gaultier and Pucci in the ‘90s and ‘60s, respectively, are also popular right now on social media, runways, and in street style. “It is a perfect storm,” Breakell says.

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