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Folklore & Evermore: The Pretty-Pretty, Pandemic-Era Fashion That's Actually Wearing Well



Remember those days, pre-pandemic, when the idea of a “wearable” dress was something akin to an oxymoron? A fashion world obsessed with the outré, the daring, the “statement,” readily embraced the concept of garments that were difficult to wear, cumbersome, and frankly, often impractical. Not to mention, expensive.


The pandemic changed everything. Suddenly, the comfort and ease of loungewear were elevated to the status of aspirational. And a yearning for the familiar, the nostalgic, the comforting, found its way onto the runways — and into our closets. Enter the era of the “pretty-pretty,” a trend that embraced the romantic, the whimsical, the feminine. Think Laura Ashley meets Kate Middleton, with a healthy dose of Stevie Nicks thrown into the mix.


And let's be honest, this “pretty-pretty” aesthetic was undeniably a welcome change from the edginess and conceptual overreach that had come to dominate the fashion landscape. It was a return to a sense of classic beauty, a celebration of the simple, timeless elegance often overlooked in the pursuit of the next “it” trend. Think floral prints, romantic silhouettes, delicate lace, and touches of folk-inspired embroidery. It was, in a word, wearable.


The pandemic saw the rise of brands like Zimmermann, Staud, and Reformation, all of whom embraced this “pretty-pretty” aesthetic, their designs resonating with a public yearning for a sense of calm, comfort, and romance.


The embrace of the “pretty-pretty” wasn't just a matter of aesthetics, either. It was a reflection of a deeper social shift. The pandemic brought a renewed focus on the importance of home, community, and connection. The desire for comfort and ease seeped into our fashion choices, reflecting a shift away from the relentless striving for the “next big thing” towards a more grounded, authentic approach to personal style.


And let's not forget the cultural impact of Taylor Swift. Her albums Folklore and Evermore were, in many ways, the soundtrack of this “pretty-pretty” era. The albums' themes of escapism, nostalgia, and longing resonated deeply with audiences, offering a sense of comfort and familiarity during a time of uncertainty and change. Swift's sartorial choices, with their whimsical flair and romantic sensibility, helped to further solidify the trend.


But the “pretty-pretty” aesthetic was never about being precious or passive. It was about finding a sense of agency and empowerment in a moment of global upheaval. The trend's embrace of femininity wasn't about conforming to outdated expectations, but rather about reclaiming and redefining what it means to be a woman in the 21st century. It was about being strong and confident, while still embracing the delicate and the beautiful. This is the power of the “pretty-pretty” — it was a fashion trend that transcended mere aesthetics, becoming a cultural touchstone for a generation seeking solace, authenticity, and a sense of belonging.


So, while the pandemic has receded, the legacy of the “pretty-pretty” era persists. The trend’s focus on wearability and comfort has helped to redefine what we consider stylish and desirable. The “pretty-pretty” aesthetic reminds us that true style isn't about being loud or ostentatious, but about finding a sense of personal expression that feels authentic and meaningful. It's about embracing the delicate and the beautiful, the romantic and the whimsical, and finding a sense of joy and confidence in the way we dress.


And that, my friends, is a trend that’s truly wearing well.


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