While HBO‘s ‘Euphoria‘ may have sparked conversations upon its 2019 debut, its impact on global culture goes far beyond its controversial depiction of teen life. Almost overnight, teens began wearing rhinestone eyeliner, neon eyeshadow, and boundary-pushing outfits. Gen Z flooded social media with their show-inspired looks while having full-blown discussions about its characters.
With the HBO show wrapping up its third season later this month, a crucial question arises: Did it actually define Gen Z style, or was it simply a passing trend? Here’s what we think about this burning topic.
How ‘Euphoria’ Took The Fashion Industry By Storm
If you want to understand the show’s influence on fashion, all you need to do is look at the numbers and the genius behind the aesthetic. Costume designer Heidi Bivens deliberately abandoned traditional practices when creating the characters’ ensembles, choosing to rely on vintage designer clothes, indie brands, and highly sought-after fast-fashion looks. According to data from the global fashion search platform Lyst, searches for several brands associated with the show spiked after the new episodes aired. It garnered heavy traffic for indie labels such as Devon Lee Carlson and vintage Jean Paul Gaultier.
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But fashion is not the only area in which the impact of ‘Euphoria’ was felt. It also caused the billion-dollar beauty industry to undergo a radical transformation. With makeup artist Donni Davy creating the aesthetic of exaggerated graphic eyeliner, glitter tears, and face decals, the show introduced a unique visual language meant to act as an emotional defense mechanism against the horrors of teenage life. Not only did it lead to a viral multiyear trend where thousands of people tried recreating the famous “Euphoria Makeup,” but it also allowed Davy herself to launch a successful Gen Z-targeted beauty brand called Half Magic.
Nevertheless, fashion historians maintain that ‘Euphoria’ did not create subcultures whole-cloth. Rather, costume designers and makeup artists functioned as curators, handpicking elements of 90s rave fashion, the aesthetic of early 2000s music videos, and various niche internet subcultures that had been flourishing on Tumblr and Depop for years prior. Essentially, the show took all these underground styles and turned them into a mainstream commodity by amplifying them through its high-definition camera lenses.
The Evolution Of The Aesthetic Loop
Over the years, the connection between the Zendaya-starring show and youth culture has become even stronger. It has evolved into a complex, interdependent cycle. In contrast to previous generations, Gen Z prides itself on its ability to shatter monoliths in favor of micro-trends such as blockettecore or thrift-shop maximalism. What made the characters relatable and loved was the fact that they did not wear just any uniforms. Instead, they dressed up to represent who they wanted to be. Whether it was Rue hiding beneath her oversized vintage flannel shirts or Kat transforming into a leather-clad fashionista, these different aesthetics captured this idea perfectly.
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Maddy Perez often used fashion and makeup as a form of control, confidence, and emotional armor in the face of adversity. In a nutshell, the show’s fashion and beauty choices also encouraged viewers to embrace individuality rather than just be eye candy. However, real life happens much faster than TV show production cycles, and the gap between episodes means the styles of Generation Z have shifted somewhat since the initial premiere.
They have gravitated from the show’s overt theatricality toward the indie-sleaze revival and utilitarian comfort. Now, teenagers and young adults are opting for thrifted, sustainable, and versatile capsule wardrobes. This year, instead of looking for fast-fashion replicas of the show’s outfits, young people prefer to recreate the aesthetic on their own terms. In conclusion, ‘Euphoria’ may never have created a definitive style code for a generation, but it inspired young people to see themselves as radical canvases of expression.
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