Looking like Blair Waldorf: the look of the rich

Eactually, the men and women of the Kennedy clan were ripe for the history books. Just what should their lifestyle tell us today? Then came Tiktok. And then a new trend on this platform: #oldmoney. Pearls instead of bling-bling, tennis skirts instead of mini dresses, loafers instead of sneakers, tweed instead of jeans: young people who belong to Generation Z, which usually means those born between 1997 and 2012, put themselves in the world of the old moneyed nobility with their clothing style . They dress as if they have descended from a family dynasty, have inherited vast sums of money and spend their Sundays playing polo.

New old examples of a trend

jackie kennedy, Lady Tue, Blair Waldorf from the American series “Gossip Girl”: They are the new “old” models of this style. While Jackie O. and Diana were already among the most inspiring women of their time, Blair Waldorf was initially not. If she were a real person, she would probably be celebrating this victory with champagne right now.

Money, parties, shopping, the character Blair Waldorf lives the carefree life in the midst of the New York elite in the series. When Gossip Girl came out in 2007, friend and rival Serena van der Woodsen quickly became the more popular with viewers. Serena is the prettier, more relaxed one on the show, and that infuriates Blair. She is the complete opposite. Pleated skirts, perfectly styled waves under the headband, flawless appearance: Blair loves it classic. Fans of the series never emulated this look—until now. Until this tiktok trend.

Cardigan instead of sweatshirt: Look for the #oldmoney trend

Cardigan instead of sweatshirt: Look for the #oldmoney trend

Image: Moritz_hau/Tiktok

It’s at most superficially the champagne and polo games that these Gen Z’s get excited about. More likely that they actually long for the stability and security that this lifestyle suggests. The euro crisis, the refugee movement, terror, climate change, pandemics, the war in Ukraine: the world in which young people grew up has become fragile and the security situation unclear, says generation researcher Rüdiger Maas. The impact of the crises is getting closer, threatening life more and more directly. The trend reflects the innermost fear of many young people: that they will not be able to live the life they have been like for much longer. They flee from change. And the old moneyed nobility is the perfect environment for that. More than anything else, it stands for safety and a it’s always been like that.

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