IS BLUMARINE CATERING TO GEN-Z’S SOCIAL MEDIA?

In it’s latest Spring collection Blumarine showcases its glamorous, sexy signatures with playful, and flowy silhouettes with an unapologetic attitude. Blumarine has brought even more sexiness to the catwalk that portrays an even more glamorous woman, which is one of the biggest trends on Instagram and TikTok. From the likeliness of the Britney and Justin denim on denim look from the vma red carpet to Mariah Carey’s butterfly sparkly top, Blumarine alike many Gen-Zers are reviving memories of past with trying to replicate what once was, and in this case the early 2000s style, which is very popular amongst the social media angst teens on the internet.

The glittered bodies,neon tones, denim on denim, floral prints, butterfly motifs and overall Y2K aesthetic, the collection brings a sort of nostalgic feel once again. In an interview with Vogue, Nicola Brognano, creative director for Blumarine says, “I’m inspired by social media, by the girls dressing for real life on instagram and TikTok”. Moreover, I believe that Brognano is suggesting that in today’s craze for everything nostalgia, thus the resurgence of the Y2K aesthetic, it’s safe to say that Blumarine is not looking for source material. Rather, Brognano is looking at Gen-Z and what is being posted on social media platforms like Instagram and TikTok which in the present day is filled with early 2000s-esque looks. Which trends are trending right now and how can Brognano implement it into his collection? And to answer that question Brognano has done an amazing job at doing so for the past three collections he has presented since being named creative director of the brand.

With Gen-Z’s help of the resurgence of the early 2000s style surfacing back in the mainstream media it is worth noting that like many other brands, Blumarine is acttring to a specific audience and that audience is none other than young girls and women who are becoming one with themselves and finding their sensuality as they grow. With the infusion of glamorous pop icons like Britney Spears and Paris Hilton, Brognano is lining up even more iconic muses in the likes of Destiny’s Child, TLC, Foxy Brown, and Lil Kim for his latest collection that are no doubt on the Pinterest mood boards of Gen-Z.