The 7 API-Owned Brands Behind the Next Wave of Y2K Style

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@aishafarida; @vivian.yrl; @sandyliang; Sandy Liang/Launchmetrics Spotlight

When I think of what the cool downtown crowd is wearing now, Sandy Liang immediately comes to mind. Filled with super-sweet and charming elements like bows, rosettes, and soft ballet pink, it's hard not to fall in love with Liang's pretty and nostalgia-tinged world.

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@nodress_online; @devapollon; @dualipa; @cinnamonryan; @ageorama; @oliviarodrigo

Designer LuQi Yu's vision of nostalgic silhouettes redone in a modern way has been an instant internet success, winning over everyone from niche fashion crowds on TikTok to A-listers like Dua Lipa and Olivia Rodrigo, who she counts as loyal brand fans. Yu masterfully toes the line between fantasy and reality with signature pieces like the cutout lace tights and anime-printed baby tees that invite shoppers into her rich and imaginative world.

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@kimshuistudio; @barbieferreira; @sza; @halsey; @solangeknowles; Kim Shui; @devapollon

Kim Shui's designs are, in a word, hot. Her line of throwback staples like crisscross halter tops, shrunken leather moto jackets, and, of course, her famous butterfly top are what I imagine Paris Hilton's early 2000s wardrobe would have been made up of had the collection existed then. Shui's designs have evolved alongside the Y2K comeback and in recent seasons have gone from an emphasis on eye-widening cutouts to sheer lace pieces that, despite being no less sultry, feel much more mature.

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@oliviarodrigo; @amalie_gassmann; @linmick; @haileybieber; @hoskelsa; @fanci.club; @livia

It would be near impossible to avoid the Vietnam-based internet sensation Fancì Club at this point. By now, you've likely seen the signature soft ruffles, sheer fabrics, and rosette-adorned silhouettes flooding your social media feeds on what feels like every single influencer, well, ever and inevitably copied by fast-fashion brands all over. The hype speaks to the novelty of what designer Duy Tran has created. 

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@kyliejenner; @yuhanwangyuhan; @alexachung; Getty Images; @ageorama

London-based Chinese designer Yuhan Wang explores Asia's traditional standards of feminine beauty and their connection to Western culture. Through exaggerated silhouettes, embroidered etchings, bright colors, and prints reminiscent of Chinese landscape paintings, the label's offerings embody romantic nostalgia and bring the spirit of Chinese tradition into daring, contemporary pieces like eye-grabbing sheer lace, deconstruction, and lots of asymmetry.

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@izziepretz; @rosalia.vt; @kyliejenner; @stxph.h; @thebonbonwhimsclub; @federica.labanca

"Bonbon" means candy in French, and "whims" is short for whimsical, and those are exactly the vibes these Y2K-inspired pieces will give. From candy-colored rings to bottle-cap earrings, there are plenty of fun options in this brand's bright and whimsical offering.

Photo:

@himichelleli; @commission_official

Designers Dylan Cao and Jin Kay draw inspiration for their modern workwear label Commission from the Asian working mothers of the '80s and '90s, with the designers taking cues from the outfits they saw their own mothers wearing to work while growing up. The young designers—first-generation immigrants with degrees from Parsons School of Design—came together to carve out a space for the visual representation of East Asian culture (one which is noticeably lacking) within the fashion industry.