Lo-Fi Fashion: The Realness Revolution
By J'Nae Phillips (December 15, 2024) - 3 min read
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Young adults, commonly referred to as Gen Z, are drawn towards the humorous, low-key style of content popularized by shitposting and lo-fi aesthetics.
Fashion's taking a sharp turn, all thanks to Gen Z's boundless strength. Hiding in the bowels of the internet, these young'uns are craving authenticity and relating-ness from the fashion gods, shaking up the industry that's long been enshrouded by stylized, air-brushed imagery. Lo-fi is on the rise as we sail away from fake perfection towards something grittier, rawer, and realer.
Just when people are beginning to smell a rat with AI and are growing wary of our filtered-out social media, lo-fi is stepping into the spotlight. With 26% of Gen Z steering clear of polished lifestyles, this change is more than just a fashion evolution; it's a quiet revolution against today's hyper-polished digital culture.
What the heck is Lo-Fi?
Lo-fi's socially-aware twist embraces an undone, nostalgic aesthetic reminiscent of a world before filters took over. The rise of this scene reveals the hidden beauty in digital spaces' unfiltered corners, resonating with Gen Z's fascination for new nostalgia—be it Polaroids, Y2K flip phones, or grainy camcorder videos.
The aesthetic charm of lo-fi isn't just about aesthetics; it's a protest cry celebrating the cracks in fashion's facade, a reminder of what it means to be genuine. With a smartphone and a 'lets-do-this' attitude, anyone can craft something magical—lo-fi and memorable. Rooted in retro-futurism, it's no coincidence that the same tech that preserved childhood memories in the 90s and early 2000s is a Gen Z muse. This technology is being reimagined as symbols of the future of fashion creativity, blending the past's scrappy optimism with the limitless potential of the present.
Oh, who's leading the Lo-Fi charge?
In tune with digital chaos, brands aren't shy about adapting to the lo-fi shift. Tech-savvy and culture-focused labels are quick to hop on board. SKIMS' collaboration with D&G showcased an unfocused, blurred edge reminding us of the beauty in being imperfect. Balenciaga's FW25 was shot on an iPhone by Demna Gvasalia, complete with the occasional finger obstructing the frame. Loewe's FW24 campaign was shot entirely on an iPhone, while meme-friendly brands like Praying tap into messy, lo-fi moments and early internet-era aesthetics. Prioritizing substance over polish doesn't just appeal to Gen Z's need for transparency, it sets the stage for a new definition of connection in the digital age: shared experiences, not envy.
Shitposting: The New Language of Fashion Marketing
Have you ever stumbled upon something online that was intentionally crappy and almost against all logic—but oh-so entertaining? That, my friend, is the power of shitposting. Intended to spark emotions, be it confusion, amusement, or a vague sense of longing, it thrives on chaos.
The latest manifestation of this in fashion is embracing lo-fi ethos through shitposting. Think about Addison Rae posing for SSENSE, complete with a cigarette, a plastic tiara, and silver hot pants set—then add a dash of humorous irony. Or the Marc Jacobs x Lil Uzi Vert campaign, a surreal masterpiece of Gen Z chaos. The vibe? Part luxury, part ridiculous—but this self-awareness naturally rings true with Gen Z digital culture. It's a break from the unattainable ideals and mental health pressures created by overly polished, stylized marketing, reclaiming a sense of relatability and honesty in the fashion world.
Lo-fi fashion signals a larger cultural pushback against unrealistic beauty standards and mental health stress caused by highly curated marketing. By grounding itself in real, unfiltered moments, fashion is reclaiming a sense of authenticity, making it accessible and inclusive to a broader audience. It's not just about clothes. It's about fostering connections that resonate, ushering in a new era of unpolished, genuine style.
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Lo-fi fashion, with its undone, nostalgic aesthetic, is not only a revolution against the overly polished digital culture but also an essential element in the fashion-and-beauty industry, providing a platform for technology-inspired creativity. This fusion of the past's scrappy optimism and the present's limitless potential is redefining the fashion landscape.
Brands are responding to the lo-fi shift, with tech-savvy and culture-focused labels like SKIMS, Balenciaga, Loewe, and Praying embracing the grittier, rawer, and more genuine aspects of fashion, presenting a new definition of connection in the digital age. This loosened approach, rooted in retro-futurism, focuses on substance over polish, appealing to Gen Z's need for transparency and setting the stage for a new era of unpolished, genuine style in the lifestyle sphere.
