Bows, ruffles, pastel tones and baby doll dresses merge to elevate a hyperfeminine style with a baroque soul that seeks artificiality. Maximalism is displayed in all its splendor. We are referring to the coquette aesthetic , whose reign seems to have no end in sight, at least in this spring-summer season that we have just begun. Although this trend is not really new, in recent months it has reached a notable level of virality on social networks, specifically on TikTok in early 2024. With the hashtag #coquette, this instant video platform, which especially captivates the Generation Z, accumulated more than 18 billion views. This figure far exceeds its main competitor, Instagram, which registered nearly 1.5 million related publications.

This phenomenon shows how an aesthetic that seemed relegated to oblivion, with the exception of certain Japanese urban tribes, resurfaces strongly and is once again at the centre of attention of current fashion. We already know that the new generation of young people is fascinated by the nostalgic element, in a phenomenon that experts have described as an aesthetic revisionism of past trends.

Coquette style identified ?

Among all the descriptions offered to define this style that perfectly fuses femininity, innocence, sweetness and softness, the one provided by stylist Marisa Ledford in People magazine stands out, who describes it as “a hyperfeminine style that refers to the Victorian era. of the Regency, where doll dresses, ruffles, bows and pastel colours are the distinctive elements.”

This hyperfeminine trend experienced a rebound in 2010, coinciding with two cultural phenomena that generated great interest for months and that, in turn, fueled the fashion industry: the premiere of the film ‘ Marie Antoinette ‘ by Sofia Coppola and the rise of Lana del Rey as one of her main style icons. In fact, the singer and songwriter was on everyone’s lips again recently thanks to the campaign she starred in for the brand Skims to celebrate Valentine’s Day. This campaign included all the references that identify the flirty trend: abundant bows, transparencies, cats and delicate fabrics such as satin and lace.

Recently, another cinematographic phenomenon has given new impetus to the hyperfeminine and, incidentally, hyperbolic style: the Oscar-winning science fiction film, ‘ Poor Things ‘ , which has won, among other distinctions, the award for best costumes. This film characterizes its main character, Bella Baxter, as a Victorian woman with a wardrobe that revolutionizes the classic by maintaining a contemporary look that is reflected in each of the eccentric and stimulating looks in terms of shape, volume, relief and colour. Creations such as dresses with ruffles and puffed sleeves, Victorian bloomers, long silk robes or lavish nightgowns leave the viewer speechless and are reminiscent of the style in question: flirty is captivating.

On the other hand, the fact that this trend is still more alive than ever is also corroborated by fashion brands that make the flirty style their usual hallmark. For example, in its spring-summer 2024 collection, Rodarte was inspired by a flower garden and the silhouettes of the 1930s. Likewise, Simone Rocha presented for the same season voluminous bows, lace, tulle and flowers such as main elements of its collection, both in its feminine and masculine proposal. It is not necessary to review the trends of big brands, since small designers also opt for this style that enhances girlish femininity. For example, the creations of Quique Vidal through Becomely , his fashion alter ego, or the fantasies of Anel Yaos . In the collection presented last year on the 080 Barcelona Fashion catwalk, there were clear allusions to this aesthetic in a proposal that explored the most personal feelings through chiffon, transparencies and pastel tones.

Historical origin of the coquette aesthetic

The word ” coquette ” comes from French and means flirty. As a style, it takes elements from 18th century clothing, with a strong inspiration in the late Rococo of Queen Marie Antoinette, from which it incorporates decorative elements of clothing such as bows and lace. Likewise, it is based on the “infamous” chemise à la reine dress , a garment generally made of cotton and used as underwear, but which Marie Antoinette transformed into semi-transparent muslin, with ruffles on the chest and sleeves, with which The queen decided to spend her days in the countryside.

Perhaps the most iconic element of the style coquette, or at least the easiest to distinguish, is the bow or bow, which is used in both hair and clothing. This use dates back to the fashion of the romantic period, at the end of the 18th century and the beginning of the 19th century, when after the revolutions and the rise of the Republics, femininity became relevant again. This was reflected in the clothing and the decorations in them as an element associated with social class, since for the most part there were no longer monarchies.

A trend rooted in the street

Although these origins date back several centuries, their arrival in current fashion is framed in the revisionism of Generation Z, which now resorts to various aesthetics from the 90s and 2000s. Another factor that contributes to the triumph of this style It is how he has conquered urban looks. Thus, far from being saturated, they are the influencers themselves and fashion prescribers who star in street images style most talked about and, they certainly don’t seem to be tired of this trend. During the last fashion show season, it was not difficult to find references to this trend: bows adorning all types of garments, whether more or less extravagant, more or less romantic, present in the hair and even attached to the face, as well as allusions to the universe childish, such as the usual combination of shoes with openwork socks and bows, and the pastel colour palette. Without forgetting the red carpets where Hollywood stars parade. In fact, the flirty style has also starred in some looks at the 2024 Oscars celebration . This is attested to by the stylists who dressed actresses like Ariana Grande, who dazzled on the red carpet with a puffy pink number with a strapless neckline and train by Giambattista Valli Couture. Also Chloë Sevigny and Sofia Vergara, who wore flirty bows at the Oscars after- parties.

At Gratacós, we also wanted to pay our own tribute to the coquette style with a selection of our new season fabrics, so that you can be inspired and create your own designs within this very feminine, fanciful and girlish aesthetic.

 

Aya Jones by Txema Yeste for Harper’s Bazaar US. September 2019

We start the new year by immersing ourselves in the coldest month of the calendar, when winter displays all its splendor. On this inspiring journey, we explore the dazzling glacial landscapes: the snowy roofs of our planet, the vast inhospitable expanses covered in a blanket of snow and ice, and the overwhelming poles, where sky and earth are barely distinguishable, and the spectrum of whites take over a homogeneous colour palette, where each small chromatic nuance is widely perceptible.

This frozen nature, with a rugged and wild character, where life struggles to make its way, is also loaded with beauty. In addition, it has recently gained notoriety thanks to film hits such as ‘The Snow Society’ by JA Bayona, which leads the Goya nominations, and series such as ‘Fargo’, which have once again brought Minnesota’s impressive landscapes to the fore. and North Dakota, making them perfect settings for criminal plots in each season.

Beyond a seasonal trend

Fashion has fallen in love with the appeal of icy universes, incorporating the influence of alpine clothing inspired by high mountain sports into its repertoire. This trend has been increasing in recent years, manifesting itself through après-ski collections that offer clothing and accessories both on and off the slopes. Initially promoted by the most prestigious brands in the sector, the strategy was later adopted by large fashion distributors, including Zara, which has launched its own ski collection.

Frozen landscapes have also served as a muse for numerous designers who find in these unknown, distant and mysterious environments, fresh sources of inspiration to structure their winter collections. A notable example is Zuhair Murad ‘s proposal in 2015, which transported the brand’s clients between snowy mountains, steep rocks and still unexplored corners. Murad, with his innate talent, managed to balance dreamy fabrics, inspired by the textures of snow, used in all his designs, and patterns with volumes that marked the waist. In 2021, Anthony Vaccarello of Saint Laurent presented his spring-summer collection in the frigid landscape of an Icelandic glacier. The models paraded among black volcanic rocks, mysterious vapors and gray waters with outfits that challenged the bourgeois codes of Saint Laurent.

More recently, Demna Gvasalia, creative director of Balenciaga, surprised the public at the presentation of his autumn-winter 2022/2023 collection by transporting them to a freezing snowstorm, surrounded by circular glass walls. The models, with languid steps and clothing reduced to improvised protection, paraded taciturnly in a frozen landscape marked by desolation. In this case, this icy setting served as Balenciaga’s artistic director to denounce the Ukrainian conflict.

Gratacós is also inspired by the icy serenity of the glaciers

Gratacós delves into the dazzling aesthetic of glaciers to explore icy beauty through captivating fabrics that capture the serenity and elegance of icy landscapes. We let ourselves be inspired by pieces that evoke the purity of ice and virgin snow, as well as by those that dazzle with sequins or subtle sparkles and iridescence. Silk, the undisputed protagonist, unfolds with an ethereal fall reminiscent of the slowness with which ice moves.

Glacier fashion embraces textures that tell stories of intense cold. How? Through layers and folds that suggest superimposed blocks of ice, while the relief details provide a three-dimensional dimension, recreating the complexity of glaciers. Embroidered with silver threads and translucent crystals imitate the shine of sunlight on snow, adding a touch of sophistication to each fabric. Other fabrics embroidered with tulle and rhinestones could emulate layers of frozen snow. As for the relief, we imagine pleated or other fabrics with soft undulations that imitate the topography of glaciers, providing organic movement to the garments.

The colour palette of glacier fashion is inspired by the soft, cold tones of glaciers. Pure white and ice blue dominate the spectrum, creating a feeling of calm and freshness. We added touches of silver and pearl gray that represent the shimmer of light on the icy surface, while deep turquoise pays homage to the hues found in ice cracks. These colours, masterfully combined, reflect the serenity and majesty of glacial landscapes.

Find among the seasonal items in our online store, that icy inspiration we talked about so appropriate for the winter season.