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Roaring twenties

Corona has divided society into two kinds of people:
those that are never forgoing comfy wear ever again,
and those that dress up when going to the supermarket.
I’m the second kind

Lots of people are the second kind, that’s why trend forecasters predict a
new roaring twenties. Roaring twenties 2.0, if you will. After having been
stuck in the house for over a year, battling the Corona pandemic in our
sweat pants, we are ready to let loose again. We want to celebrate life, and
we’ll be dressed to the nines while doing it!

Everyone at Albert Heijn

Let’s go back in time to the first roaring twenties. After having survived
WWI and the Spanish flu pandemic, people wanted to live life again and
celebrate it. They would dress up for everything and anything. That had its
effect on fashion and life: ‘loose’ became the new norm. Movement-
restricting corsets were banned and unpractical, ankle-long dresses were
shortened to knee or mid-calf length. High heels were exchanged for shoes
that were made for dancing – practical Oxfords with closed toes and
lower heels.

It was in this era that Coco Chanel introduced pants for women, even
though it would take until the mid-1960s for woman-pants to be a
common, acceptable thing. What we mostly saw in the 1920s, was the
beach pyjama. It’s as comfortable as it sounds!

Coco Chanel in het infamous woman-pants
As comfy as it sounds: beach pyjamas!

The typical twenties-woman was a working one, with an androgynous
look, but with the attractiveness of a femme fatale. Where the focus in
previous eras was on a propped up cleavage, the 20s aim for skinny and
flat bodies to match the boyish look that’s in style.

Most famously, however, is the evening attire that’s trademark for the
roaring twenties. Who doesn’t know the flapper dress, combined with a
very short bob, a long cigarette holder, and lots of pearls? The boyish look
of the daytime extended into the night time as well, resulting in dresses
with a flattened bust, a dropped waist, and a loose-fitting straight cut, often
decorated with fringe or beads.

Fashion radiated life: bright colors, large prints, festive looks. Everything
about it screamed celebrations.

Fast forward to 2021. Eerily enough, there are a lot of similarities, most
notably of course the pandemic. But there’s more. Fashion trends also
show resemblance to the trends of 100 years ago. We’ll be making an effort
again! A loose, relaxed fit will remain popular in upcoming seasons, as well
as the androgynous look. Another trend that’s making a comeback are the
Oxford shoes. They come, however, in a modern twist: with a chunky sole,
as we have seen in previous seasons.

The so-called beach pyjama has grown up: the wide, comfy pants now
come in different styles, colors, and fabrics. They’re definitely not just for
the beach anymore! It is said we’ll be moving away from the tight skinny
jeans (I don’t believe that), and will be opting for comfy and classy palazzo

A big difference is the body shape: in the 1920s, women went for boyish,
in the 2020s, the style is more feminine: women do their best to maintain a
fit physique, with big butts and big lips (for which they may or may not
have had a little help of fillers).

What’s hopefully not returning to the stage, is the cigarette. And let’s hope
to keep the 1920 gender roles at bay as well!

Perhaps the biggest similarity of all, is the way fashion uses bright colors
and prints. In both of the roaring twenties, fashion radiates life and
screams celebration. Time to enjoy life again!

The trends for SS21
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