The Euphoria Effect
The globally beloved show, Euphoria, is back in the spotlight. Euphoria took the world by storm back in 2019, and ever since then, continues to influence the world of fashion. When the hit HBO show premiered its second season a couple of weeks ago, a record-breaking 2.4 million viewers joined in to watch the characters grapple with identity, relationships and substance abuse.
The protagonists’ vivid lives are often overshadowed by their even more vivid ensembles. Naturally, the internet grabbed hold of Euphoria as a beacon for the emerging trend of noughties nostalgia. Coordinated by costume designer Heidi Bivensthe outfits, have become a cornerstone for trends and a major driving force behind mainstream fashion. From TikTok to runway shows, it seems that Euphoria did not leave any pop-culture stone unturned.
Characterized by the over-the-top clothes, graphic makeup, and psychedelic aesthetics, Euphoria is unparalleled in the current film climate. Its dark themes and whimsical outfits create a dichotomy that makes it hard to tear your eyes away from the screen—the effect is almost theatrical. Characters waltz around their school with no backpacks and seemingly no academic obligations. It seems that they are just acting, just showing up to flaunt their clothes and their complex relationships. This carefree life contributes to the show’s success amidst a global pandemic. Teenagers and young adults flock to watch their promised adolescence unfold on television. The parties, romance, and identity exploration characterizing modern teenagehood are amplified and beautiful due to the carefully curated creative direction. While the audience is stuck inside, Euphoria romanticizes the life we could have once had.
The show’s popularity has carried it into a prominent position in influencing contemporary fashion. There has been a fashion upheaval favouring the Y2K aesthetic within the last couple of years. According to an interview with Vogue, Heidi Bivens scoured the vintage stores of Los Angeles for clothes that not only perfectly emulated the noughties but were exact pieces from that decade.
Euphoria’s influence on fashion was first highlighted back in the 2019 New York Fashion Week when the appearance of eye-catching makeup seemed to be a common thread between stylists and designers. Rhinestone encrusted eyes and glitter were the popular choices with runway models and celebrities alike. Everyone wanted to cash in on the wave of popularity associated with the Euphoria aesthetic. For example, Jo Baker replicated one of Zendaya’s looks from the first season with a sparkly under eye that resembles tears. Similarly, Anok Yai pioneered a colourful graphic liner that seems to be dominating TikTok even now.
The fashion of Euphoria perfectly encapsulates Gen Z’s search for authenticity. Besides the early 2000’s clingy fabrics and Juicy Couture tracksuits, the show portrays a wide variety of styles that correlate with every character. One of the plot points in the first season revolved around Kat and how her new clothes and makeup helped her overcome insecurity and take charge of her sexuality. Having grown up in the digital age, our generation finds it hard to locate a personal identity when faced with the sheer amount of information available. It seems that everything has been done before. However, the style of Euphoria is different from the ’80s, ’90s and ’00s. It focuses on the fluidity of our generation, free from the contractions of societal norms. The characters unapologetically experiment with their personal style. There is no such thing as over-the-top in Euphoria High, where there are no constraints. No repercussions. Just freedom of personal expression.
This freedom, however, comes with a price. There is something to be said about how the whimsical costumes contribute to the glamorization of teenage traumas. The golden touch of Hollywood can make everything seem appealing. In high school, being known and being popular is the same thing. Teenagers throw themselves into self-destructive acts as a way to speed-up impending adulthood. Being careless is praised, and everybody seems afraid of getting left behind or being seen as a child.
Such behaviours are omnipresent in adolescents throughout generations. However, there are always consequences in real life. Mundanity always returns as we become bound to work or school, tethered down by various obligations that make the world seem dull. On television, the world continues to be bright and colourful—a neatly wrapped image of excitement. Naturally, if a show weren’t exciting, nobody would watch it, and it wouldn’t make a profit. Nonetheless, the impressionable target demographic needs to understand that Euphoria isn’t a lifestyle; it is simply a show. It is made to sell the unattainable and the unrealistic. In reality, we often need to ruin an outfit with a backpack.