Shoppers seek out ‘soft-talgia’ clothes that feel good rather than look good
The pandemic has revived many things: knitting, baking and even Fleetwood Mac’s Dreams. The increase in “nostalgic consumption” has had a knock-on effect for fashion too. Since March, there’s been an increase in “soft-talgia” items such as Juicy Couture tracksuits and even Ugg boots. There has been a massive 95% increase in searches for velour tracksuits and a 15% increase in searches for Ugg boots, according to Pilot Fish.
In October Kim Kardashian launched a range of velour tracksuits. Timothée Chalamet has also been seen in a pink Juicy Couture hoodie in US GQ and Dua Lipa in a lime green one on Instagram.
Meanwhile, the universally mocked Uggs have been given Hollywood kudos, having been worn by Jennifer Lopez and Selena Gomez, with even the former Vogue editor at large André Leon Talley singing the praises of the sheepskin shoe. “I am the No 1 Uggs fan,” he said last week at the Footwear News Awards.