Gen Z Brought Twee Back and It’s Here to Stay

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The “adorkable” trend from the mid-aughts is reportedly back from the dead thanks to TikTok and gen-z – with some important updates distinguishing Twee 2.0. Unlike “hip” fashions, twee is more delicate, dainty, or quaint – often with a feminine flair. But in the 2010s, the label also carried an air of affectation. For all its strategic uncoolness, twee was perceived by many as artificial and pretentious. Gen Z's new version of twee may still be into the ballet flats and knitting, but the vibe is a lot less smug and more unfiltered – striving to embrace the DIY creativity in a realer way.


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00:00 Gen Z is bringing back twee?
01:14 The rise and fall (and rise) of twee
05:05 JAVY
06:29 Why twee is making a comeback now
08:18 DIY and the search for "realness"
12:53 Is twee here to stay this time?

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