In Da Clurb, all of us. And this family now carries “milk dresses”, apparently.
Tiktok is effervescence with a new Gen Z fashion trend: carrying long dresses flowing – nicknamed “milk dresses” – clubbing. Kendall Jenner, 29, even seems to be, turning his head in one of these types of dresses on Coachella weekend.
The trend has fascinated the fascination and anger of certain millennials and older genres. “What is to go out at 25 and see that 19-22 out of the outfits is now Little House on the theme of the meadows,” wrote Tiktker, in a video with 2.1 million likes and 20.6 million views. The comments are full of people expressing similar feelings.
So, what really happens with the tendency of the dairy as a club-assatriage? Well, a lot in fact.
According to Lorynn Divita, professor of design of clothing and merchandise and the author of the book “Fashion Forecasting”, fashion has always reflected more important cultural and political trends – and the milk dress is not different.
“The present always changes – always – and fashion is very fast to respond to taste changes that reflect modern life,” explains Divita. “We see this reflected at a time when the roles of women are – in certain places – in many flows, not in a way that we even had a few years ago.”
Why Gen Z carries “milk dresses” at the club
In some respects, so -called “dairy” dresses were ripe for a resurgence whatever happens.
First of all, they are available for purchase at a price variety, which makes them widely accessible. They also offer a silhouette that flats on many different types of body, says Divita.
But there may also be more important reasons for their return. As Divita points out, women’s clothing tends to fluctuate with their place in society. For example, when women took more importance in the labor market during the Second World War, their fashion became more masculine. At the end of the war and that they returned to the domestic sphere in the 1950s, she became more feminine.
“In times of social and economic progress for women, a more minimalist, even male silhouette is popular,” explains Divita. “But, when we see a regression of the social and economic progress of women, we see a corresponding increase in the hyper-feminine way.”
Could this be what is going on with the dairy dress?
“We are in a period of regression, it is therefore not surprising that a hyper-feminine look come back to Vogue,” explains Divita. Even the name of these dresses – apparently granted by internet – talks about it, she adds: “Women of milk are not threatening and stimulating. There are many cultural associations with them which are very synchronized with our time.”
Milk milk dresses can also get a boost thanks to influencers of commercial women, many of whom adopt an aesthetic of the 1950s and defend that women submit to their husbands.
Love or hate them, commercial wives, says Divita, had an undeniable influence on pop culture. This influence can now infiltrate fashion.
For many, milk milk dresses can also offer a way to feel safe and nostalgic.
“This contrasts strongly with the chaos in which we currently live,” explains Divita. “It is a soothing and serene aesthetic, and I can see why people revolve towards it.”
Are the “milk dresses” will last the club outfit?
Most people who wear milk dresses try to make a political declaration? Probably not. Many probably want to stand out. As a tiktker said in a video: “We never had more attention in our lives than when we wore these fluid Mormon outfits to the club.”
This approach really seemed to work to Jenner in Coachella. The music festival has become a quirky boho fashion lighthouse – but now that this style is general public, a dairy dress is what makes people stop and pay attention.
“Everyone seems to be in Woodstock, and she seems to be in a gardening party,” said Divita about Jenner in Coachella. “She stands out not only, but she looks very romantic and beautiful by doing it.”
Milk milk dresses have not yet proven their stay as a club outfit. But Divita says that a thing is certain: once a trend is exhausted, it means that its opposite is probably on the horizon.
This is probably how milk milk dresses took off like club clothes in the first place.
“We arrived at a point with club clothes that we are so used to tight and revealing clothes that we are tired,” explains Divita. “We saw it. We were there. We did it.”
Degrading or stimulating? Why can’t people stop talking about Bianca Censori’s naked dress.
And, if you are not a fan of milk dresses, it is also good news for you. Because, one day, like all fashion trends, also take its course.
“The only thing we can always know is that nothing in fashion lasts forever,” explains Divita. “It’s always in flow.”
This article originally appeared on USA Today: Kendall Jenner and why Gen Z carries “milk dresses” at the club
