Hyperpop and Y2K Fashion: Why Now?
Spearheaded by artists like 100gecs and Charli XCX, hyperpop infuses chiptune synths, deep fried autotune, and maximalist production into a sickly sweet concoction of early aughts revisionism. Along with the music has come a whirlwind of Y2K fashion trends to match; walk into any shopping center or scroll through TikTok and you’re bound to see Gen Z clad in neon colored nostalgia. But why now? Go back five years ago and the idea of dressing like a Bratz doll would seem laughable. Though it may seem like this return to 20 years ago has come out of nowhere, in actuality it is a trend that has been brewing slowly in the underground for quite some time, and it just needed a spark to blow up into the mainstream.
Though what artists fall under the umbrella of hyperpop is highly debatable, its origin can be traced mainly to SoundCloud, where both dance and cloudrap artists began using elements of Y2K style production in the early to mid 2010’s. Early influencers also include PC Music artists like Sophie and their album Oil of Every Pearl's Un-Insides, which utilized hyperpop staples such as pitch shifted vocals and glitch. Though there are a few other releases that are often defined as hyperpop, the most genre defining hyperpop release is 100 gec’s debut, 1000 gecs. Released in 2019, it pulls from Y2K style pop, emo, and even nu-metal, while also utilizing more modern hip-hop and trap production styles. It is a perfect encapsulation of hyperpop, a genre that at its core is 2000’s trends turned up to the maximum.
Especially with its lead single “Money Machine”, 1000 gecs quickly gained notoriety in the indie and DIY corners of the internet, and soon infiltrated alternative sections of TikTok. With its maximist production and nostalgic feel, it was a perfect match for the bright, slick fashion of Y2K that was also seeing a slight increase in interest online. For most of the 2010’s, minimalism was the defining fashion trait, and the gaudy Y2K aesthetic greatly stood out and was for many a welcome change of pace. When the pandemic hit in 2020, hyperpop and the Y2K trend exploded. With the uncertainty and fear surrounding everyday life, the blown out fashion statements were an exciting distraction. Many who weren’t even old enough to experience the original heyday of Y2K fashion became nostalgic for the simpler times it represented. An auto-tuned and distorted Laura Les trash talking over a thumping beat soundtracking a gaudy, bright video is something that doesn’t take itself too seriously, and in a grave time it is the perfect antidote.
The resurgence of Y2K trends has brought cultural touchstones both loved and infamous back into focus for reevaluation. Some that were written off, such as Nu-Metal, have been redeemed somewhat in the new generation, with bands such as Deftones and Slipknot now becoming fashionable within the Indie and DIY music scenes. Now cresting this initial reawakening, the next few years will be the test to see if hyperpop and Y2K fashion is just a small blip or if it's truly here for the long run.
