Fashion but make it euphoria: The second season of HBO’s hit drama Gen Z, which wrapped in February, was a coming out party for the show’s cast, audience and cultural impact. Overall, the stars of the teen series have amassed more than 180 million followers on Instagram and has materialized into a marketing powerhouse.
The Euphoria High aesthetic (cat-eye glitter makeup, cut-out elegant dresses, 90s-style set, retro skater comfort) has captured the consciousness of the fashion world, strengthening the profile of cult independent brands like the elegant Australian label I.Am .Gia, a favorite of Kendall Jenner; Instagram-centric Omighty, known for cheeky embroidered tees and loud prints; and Naked Wolfe, a Hong Kong-based Spice Girls-chic footwear brand whose high platform boots and trendy chunky sneakers have won over influential fans such as Ariana Grande and Hailey Bieber. (Sydney Sweeney’s character Cassie sports a pair of Mercy Heels in the seventh episode of Season 2.)
Cassie also inspired tonal palettes and feminine silhouettes in JoosTricot’s Fall / Winter 2022 collection, the sustainable tight knitwear line by Los Angeles-based writer and stylist Natalie Joos. Meanwhile, Miu Miu’s Spring 2022 collection has grabbed attention with pleated micro-miniskirts and belly-exposing cardigan tops that would be right at home in the halls of East Highland High School. Miu Miu, along with luxury names including Jean Paul Gaultier and Roberto Cavalli, appears in the second season as part of a notable shift towards luxury labels.
Cat eyes: Euphoria’s vibrant and awesome makeup styles are one of her signature attributes, sparking a new era of glam maximalism. South Asian make-up artist of Australian descent Rowi Singh | went viral on TikTok thanks to its series of Euphoria themed looks with bright eyeliner and bejeweled patterns. His face accessories company, Embellish By Rowi, has been acclaimed by the likes of FKA Twigs. The high-fidelity beauty movement has proved so popular that the show’s in-house makeup artist, Doniella Davy, debuted a range of face stickers featuring Face Lace and will unveil her beauty line, Half Magic, in May. On the site it is “layered“The formulas are teased as designed for” space cowboys, glitter queens and neon boys next door. “
Fresh Faces: In addition to shaping the look and feel of the contemporary fashion zeitgeist, the cast members of Euphoria have become the darlings of the big luxury houses. Zendaya (Valentino, Bulgari), Barbie Ferreira (YSL Beauty), Hunter Schafer (Prada), Sydney Sweeney (Savage Fenty, Tory Burch), Angus Cloud (Ralph Lauren Fragrances), Jacob Elordi (Boss, Calvin Klein) and Maude Apatow ( Ami) have all starred in major campaigns and were a ubiquitous show during this year’s Fashion Month. Launched in line with its second season in January, Schafer’s Prada ads raised an average of $ 16 million earned that month alone.
Quotable: “We hope the show will inspire not only young people, but also people in their 30s and 40s, and anyone who wants to try a Maddy cat eye or wear something a little bolder than they normally would.” He says costume designer Heidi Biven, whose work on the show earned two Emmy nominations.