Between lightness, escapism and a bit of melancholy, our favourite toys or cartoon characters are returning to our lives: we prepare to welcome them back with affection.
Your favourite toy has become a fashion accessory.
From Gucci to Moschino and GCDS, Nike to adidas and Vans, brands and maisons seem to have (re)discovered the dormant passion for childhood toys and cartoons from the 90s and 00s, turning them into accessories – or details – to be proudly flaunted.
And already there is talk of Gamecore.
A new trend, which has become the star of the spring summer 2023 Milan and Paris fashion shows and which mixes memories and characters from childhood and adapts them to the digital age, with the intention of making us smile and become children again.
With the pandemic behind them, the fashion world and Streetstyle have rediscovered a desire for lightness that had been missing for a long time.
A new approach, more colourful and ironic, slowly crept onto the catwalks and the streets as early as the September ’22 shows, during which the first ‘Gremlins’ in the form of handbags by Gucci made their appearance, the smiling Sponge Bob recruited for GCDS accessories, and the army of models dressed in life jackets, beach mats and buckets by Moschino. Louis Vuitton, on the other hand, focused on the nostalgic and Victorian aesthetic of dolls houses, which for SS23 became too nice an accessory to leave in your room, better to combine with a total look and carry around.
Not only the prêt-à-porter but also the Sportswear industry has realised the potential of the “escapism and nostalgia” effect of Gamecore; and so Hello Kitty invades an entire Nike Presto upper, adidas Originals collaborates with the infamous children’s card game Yu-Gi-Oh! While Vans and focused on the legendary Japanese cartoon OnePiece to create a capsule collection of footwear and apparel for true fanatics.
How and why the ’90s and 2000s toy trend Gamecore spread is quickly said: for some time now, TikTok influencers and the likes of Bella Hadid have been transforming Tamagotchi, Game Boy and Nintendo games by sporting them as earrings, belts and handbag charms. In fact, this trend is driven by the technology itself and stems from Gen Z’s obsession with the aesthetics of the late 90s and early 00s. In short, it crept into the Miu Miu fashion shows and contributed to the re-birth of cult brands such as Blumarine.
Between lightness, escapism and a bit of melancholy, the characters from our favourite toys or cartoons are returning to our lives, perhaps a bit deliberately outdated and tacky compared to their original version, we prepare to welcome them back with affection.