The life cycle of viral fashion trends seems to have gone into out-of-control mode. On social media, in particular TikTok, every day, any of us can launch a new trend. Today it's "CottageCore", tomorrow "BarbieCore", days later we have "MermaidCores" or "Quiet Luxury" dominating the hashtags. And, at the same rate, they become mainstream and you can see them on the streets.
The most recent one is called "EuropeCore", it's the digital conversation of the moment, particularly in the United States, with consumers looking at Europe as a state of mind... that you wear. According to an article in Nylon, this summer we are longing for a holiday in the Mediterranean and, as travel prices have become prohibitive for many, it is through fashion that on the other side of the Atlantic we can experience what, in reality, cannot be experienced. to live.
As an aesthetic it brings a flirty and frivolous style, comfortable clothes for holidays, but not the kind you wear at home. There is a hyper-feminine romanticization of the wardrobe, with extra doses of lace, pearls, silk pieces, wide skirts worn with a top and strappy sandals, a representation of an ideal holiday in Europe, but which does not necessarily reflect the real European fashion trends. And it is on TikTok that more content is created, with influencers in videos such as “living an Italian summer in Virginia”, “Europe coordinate”, “Spanish summer clothes”, and even with non-existent trips you can find “what to take in your suitcase for Europe.”
The romanticization of life in Europe by Americans is nothing new, a market that has always looked to the great French and Italian brands as the great example of fashion in the world. But political, economic issues and social unrest in recent years have reinforced this fascination with a Europe – sunny, with historic cities and a sea populated by yachts, seen as an escape from its reality, as an ideal that, from Greece to Formentera, translates into a calmer lifestyle where you are happy with a simple flowing skirt.
The moment is then for "EuropeCore", until a new trend goes viral.