Gala Belén Dionne

and why designers are turning to maximalism in the post-pandemic world.

Context

In the last few months/years, it has been impossible to miss the rise of the so called « weird girl aesthetic » in the present era of maximalism. This style showcases clothes that naturally clash. But like any kind of trend or « micro-trend », it is much more complex than that. Foremost, who initiated this trend? And most importantly, what does it tell us about society? Many credit the international supermodel Bella Hadid. However, this style has deeper roots.

Maximalism

The virality of the « weird girl aesthetic » is due to our want for maximalism and nostalgia in a post pandemic world. The effect of the multiple lockdowns in fashion is that we feel the need to go against simplicity and we are drowned towards bright colours and bold patterns. Despite the fact that this style is meant to appear playful and effortless, it still has a structure and its rules.

The Queer take on this topic

Some would also say that this trend feels a little bit like the cis straight girl’s take on the Queer style and its self-expression. It is important to note that maximalism is more of a lifestyle than a trend in the LGBTQ2+ communities. Bold and extravagant clothing has been utilized for decades. In fact, Queer communities have initiated and participated in the world of haute couture since its inception.

What is so interesting about the « weird girl aesthetic » is the way it references Queer communities and scares away less progressive audiences. This aspect of the trend is what makes it so appealing. If you showed any of the outfits that would come up on Pinterest searching « weird girl aesthetic » to a grandpa, a very plausible reaction would be that they would genuinely be shocked or at least feel funny about it. That is part of the appeal of this style. To shock and to stand out.

Graphic design

Parallels can also be made with the digital brutalism in the field of graphic design. Maximalism’s rise in all Art forms is no coincidence. This style appeared in the early days of the Web, when there was no way to make things polished nor user friendly. Again, this form of design radiates nostalgia.

Miss Bella

It is no hazard that Miss Hadid has been proclaimed the « leader » of this style while the French magazine L’Officiel wrote that according to Science, « Bella Hadid is the most beautiful Women in the World ».

Yay or nay?

Personally, I find myself to enjoy this aesthetic. But I think it is important to be conscious of the roots and the meaning of a style before jumping into it with closed eyes, especially in the era of micro-trending and of fashion changing so incredibly fast.