Product Hub March 30, 2023
Fall in Love With ‘Rom-Com Core’
The nostalgic style that evokes leading characters from early 2000s flicks is gaining in popularity this year.
This year, consumers want more looks from entertainment in the early aughts.
That’s according to fashion industry outlets like Harpers Bazaar, which calls “rom-com core” the year’s most romantic trend.
Taking its cue from romantic comedy and drama films from the early to mid-2000s, the styles pay homage to main characters with confident personalities – like Julia Stiles in Save the Last Dance, Rachel McAdams in Mean Girls and Jennifer Garner in 13 Going on 30. It incorporates a soft, feminine look (think a touch of balletcore) while adding strong character energy.
What’s behind the return of 2000s fashion? Nostalgia hearkens back to a simpler time (as evidenced by Counselor’s recent cover story), and rom-coms also provide welcome predictability during a time of upheaval, which has certainly characterized the past several years.
“The genre, known for happy and predictable endings, for finding love, [as well as] its light-hearted nature and mood-lifting capabilities, found itself back in demand throughout the height of the Covid-19 pandemic as it offered escapism for an audience who (let’s be honest) needed somewhere to escape to,” wrote Shona Hendley for Harpers Bazaar.
Hendley added that digital analytics from Pinterest reveal that consumers’ searches for “2000s girl” are up 235% this year, along with “pink mini skirt outfit” (145%), “cool girl aesthetic outfits” (140%) and “rhinestone dress” (90%).
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The popular “cool girl” look relies on simple basics related to rom-com core – think white tank top (regular or cropped), high-waisted mom jeans and claw hair clip – paired with bold accessories like large hoop earrings, chunky platform shoes, graphic T-shirts, fishnet stockings, butterfly clips, bandannas and grommet belts.
“It’s more than just an aesthetic,” Marta Topran, Pinterest’s fashion and beauty creator, told the Huffington Post. “Beneath their candy-colored clothes and impeccable hair, [these characters] were strong, self-assured ladies.”
Here’s how distributors can leverage the aesthetic for a look that’s “so fetch.”
1. Tourist Shops
Retail stores catering to vacationers at the ocean and the lake can sell tube tops inspired by the early-aughts streetwear fashion on display in Save the Last Dance from 2001, starring Julia Stiles and Sean Patrick Thomas.
Tube top (8393) from Los Angeles Apparel (asi/67971)
2. Server Uniforms
Bars, restaurants and breweries – particularly those with a Celtic theme – looking for a touch of nostalgia for staff will appreciate plaid miniskirts, a la Elizabeth Hurley in Serving Sara from 2002. The film also starred popular Friends actor Matthew Perry.
High-waisted plaid miniskirt (KAAD386) from Ginho Promos (asi/56732)
3. Concert Merch
Suggest basics with simple, relaxed silhouettes that call to mind Gabrielle Union’s wardrobe in the 2003 film Deliver Us from Eva, which also starred LL Cool J. Cropped tank and halter tops dominated in the film, along with printed flowy tops, flare pants and platform sandals.
Festival crop tank (5083) from Next Level Apparel (asi/73867)
4. Active Clothing Lines
Encourage gyms and yoga studios to expand beyond just performance wear to create a complete apparel line. A tank dress with simple lines in a soft color like white or pink evokes outfits worn by Kate Hudson in How to Lose a Guy in 10 Days from 2003, which also featured Matthew McConaughey.
Bamboo/spandex lounge dress (WRKBVLDXSG583) from Cozy Earth Holdings (asi/46816)
5. College Bookstores
Bring back the preppy look with a button-down cardigan like those favored by the iconic Regina George, played by Rachel McAdams, in Mean Girls from 2004. Consider adding the school name in embroidered script or a chenille letter on the left chest. Sororities could also have them personalized.
Ladies’ button-front cardigan (BG4701) from Blue Generation (asi/40653)
6. Corporate Gifting
Think luxury goods for incentives/rewards, or corporate gifting programs for top-performing sales reps, employment anniversaries and influencer campaigns. A small leather handbag completes Jennifer Garner’s look from 13 Going on 30 from 2004.
Handmade Italian leather shoulder bag (208C-LR) from Borlino (asi/41216)
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