The T -shirt – that staple of summer style – has an upgrade for 2022. The so -called “baby tee” – is cut, tight, always has a cutesy slogan, and is finally popular in turn of the millennium – back.
Dressed by celebrities including model Hailey Baldwin, singers Olivia Rodrigo and Charli XCX, as well as the cast of the US teen TV drama Euphoria, The popularity of the baby tee is part of the wider return to style in the noughties for young fashion brands. Urban Outfitters, Fiorucci, Weekday, Praying, Vanna Youngstein and Marc Jacobs ’Heaven all make T-shirts in this cut.
Resale app Depop says searches for the item topped in April 2021, up 309% compared to last year. “Since January 2022, we have seen searches continue to rise again by 11%, indicating that baby tee is growing in popularity as we approach the summer months,” said Agustina Panzoni, Depop fashion manager. The Heaven T-shirt with the teddy logo is a design that is especially sought after.
Jade Wickes in style magazine The Face calls baby tees “the ultimate in comfortable clothing”. He says they are “definitely part of the nineties and Y2K revival with the ubiquitous popularity of skate style”, where tees are usually worn with baggy pants and an inch or two midriff. The naked, honed midriff has become a familiar sight– seen everywhere from the red carpet to pop videos and episodes. Friends.
In recent years, the trend has covered the bellies more, but it seems the midriff, seen on the Miu Miu catwalk and beyond, is back. “The midriff is back,” Panzoni said. “Nowadays, fashion includes all genders and body shapes.”
Because baby tees today always have slogans, Wickes sees them as a post-pandemic way of making a statement: “Their mean part as they are slapped with disrespectful, tongue-in-cheek -aping phrase that is likely to reveal little.about your personality.Because it has been hidden for the past two years, those slogans seem like a shorthand game.
Vanna Youngstein’s baby tees have cutesy slogans like “Dreaming of U” or “Bunny”-giving them an online-friendly, playful irony. The designer has seven of his designs featured on HBO’s Euphoriawith the “Don’t be jel” T-shirt worn by Alexa Demie’s character Maddy on sale.
He agrees with Wickes: “I think, because of the pandemic, people want a quick way to express their style. Baby tees are very reminiscent of the nineties and early noughties and a way to talk about that. in a new twist.
Youngstein named the Spice Girls and short-lived british duo Shampoo, as well as Björk and American R&B singer Brandy, as his baby tee poster girls.
But it’s not just a retro trend. “I love that they are both nostalgic and very modern looking. It’s a casual way of summing up your style in one piece,” she says.