When unconventional becomes luxury, it not only pushes fashion It doesn’t break boundaries, it redefines them. In recent years, fashion has focused on favoring the unconventional, especially with tendencies Once considered “ugly,” luxury brands and trendsetters are now embracing them. From sauce- and urine-stained clothing to bleached eyebrows, combat shorts and thigh-high boots, the fashion world is witnessing a bold rejection of traditional attire. beauty standards in favor of rawer, more real and rebellious things and perspectives.
What was once considered the domain of the “uncool” or “outdated” has now ascended to the status of haute couture. This shift transcends mere aesthetics and signals a profound cultural change that values individuality and authenticity over plastic, polished perfection. To find out more about this booming fashion trend, HT Digital has reached out to industry experts to find out more. (Read also: From feminine floral prints to men’s denim shorts: the top 5 fashion trends that are back in 2024 )
What is ‘ugly fashion’?
“Ugly and slouchy is definitely trending this season. High-fashion streetwear is becoming a fast-growing category in 2024. The ‘ugly fashion’ trend is a peculiar offshoot of the 2022-23 normcore trend, which embraced deliberately unattractive, unbranded, and unremarkable clothing. It is about embracing unconventional, unrefined, and deliberately unattractive clothing. It involves mixing patterns and textures, layering multiple pieces to create a deliberately bulky, uneven, and almost unattractive look,” says Niyoshi Shah and Aashumi Mahajan, Founders of TLM.
She added: “Some aspects of ugly fashion align with sustainable practices, as the trend often incorporates secondhand or vintage clothing. Challenging traditional fashion standards by celebrating what might normally be considered a fashion faux pas. As an “anti-style” trend that has made intentionally unstyled outfits a legitimate fashion choice now. A powerful combination of changing celebrity culture, the democratization of fashion, and the pervasive presence of social media in our lives.”
Why do people love this trend?
Preeti Jatia, Founder and Creative Director, Fayon Kids, said, “The current ‘ugly’ phase of fashion is a refreshing change from traditional aesthetics. This trend celebrates the bold and unconventional, encouraging a fearless approach to style that resonates deeply with the spirit of self-expression. Fashion trends like salsa stains, bleached brows, combat shorts and knee-high boots challenge our perceptions of beauty and push the boundaries of creativity. They invite us to view fashion as an art form that doesn’t always have to adhere to set norms.”
“This phase is about embracing imperfections and finding beauty in the unexpected. In a world that often prioritises perfection, the ‘ugly’ trend is a powerful reminder that fashion should be fun, experimental and inclusive. It allows people, especially younger generations, to express their unique identities without fear of judgement. This movement isn’t just a fleeting moment; it’s a statement that fashion is constantly evolving and true style comes from authenticity and confidence,” says Preeti.
How are traditional beauty standards being redefined?
“Fashion has always been cyclical, but what’s interesting is seeing a complete reversal of traditional norms. The same things that were once ridiculed or dismissed are now celebrated, and that’s a powerful statement about where society is heading. It’s about embracing the imperfect and finding beauty in what was previously overlooked. The popularity of these ‘ugly’ trends can be seen as a reaction to the saturation of conventional, standardised styles,” says Natasha Dua, director of Lino Perros.
Poonam Adhikari, head designer at Lino Perros, explains: “These trends go beyond clothing or style – they’re a rejection of the idea that beauty has to be pristine or perfect. It’s about reality, and that resonates with people and their comfort. It allows for a more diverse range of styles to be appreciated and embraced. This cultural shift also speaks to a broader societal movement towards inclusivity and self-expression. By embracing trends like military shorts or distressed sneakers, people are able to express themselves in ways that feel authentic to their personal experiences and preferences rather than adhering to conventional standards of the past. However, this trend is not without its critics. Some see the marketing of “dirty” fashion as a somewhat misleading move by luxury brands. The distressing of luxury items, such as sneakers designed to look worn and used, has sparked a debate about the true value and intention behind this aesthetic.”
Shreyanjana Singha from the Lino Perros production team added: “There is a certain irony in luxury brands embracing what was once anti-fashion. On the one hand, it is a form of art and expression that challenges the boundaries of what fashion can be. On the other hand, it raises questions about authenticity and blurs the line between genuinely celebrating these styles and commodifying rebellion.”
In short, fashion is ultimately a form of personal expression. The fact that people now feel empowered to embrace styles that were previously frowned upon is a positive development. It shows that fashion is becoming more inclusive, more diverse, and more reflective of the world we live in. As this trend continues to evolve, it will be interesting to see how it shapes the future of fashion and how society continues to redefine beauty and style. For now, the message is clear: fashion is no longer about fitting into a mold, but breaking it.
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