In 2019, HBO’s Euphoria captivated audiences with its hit first season, but, with its season 2 return in January, it took the world by storm. The show’s season 2 premiere garnered more than 13.1 million views within its first 4 weeks and had the network’s strongest digital premiere night performance since the launch of HBO Max. Before the season even ended, Euphoria had already become this decade’s most tweeted about TV show in the United States.

Between its star-studded cast, including Zendaya, and its dramatic topics, including relationships, mental illness, addiction, and abuse, it’s easy to understand its ability to capture the attention of audiences. The fashion and beauty seen in the show attracted viewers with an equally strong, if not stronger, pull.

The fashion, courtesy of Heidi Bivens, the show’s costume designer, features bold looks and vintage pieces, including many references to 90s fashion. With its ability to draw a generation too young to remember the days before Y2K, here’s some of the show’s favorite trends of the 90s.

Bubblegum Pink

While we see bubblegum pink in the wardrobes of several key characters, we associate Cassie the most with that color. Her femininity is clearly expressed through her frequently soft and feminine silhouettes, and the pastels present throughout her wardrobe. None of which are as prevalent as her pinks. Throughout her evolution as a character, you see the pink stay and evolve with her. Whether it be through Cassie’s wardrobe, or the streets, runways or stages of the 90s, our affinity for bubblegum and blush pinks is here to stay. Enjoy the puff sleeve mini dress with Maddy in black slip, msgm pink skirt

Sheer Fabrics

Worn on runways, red carpets, streets, and stages alike, sheer fabrics made their mark on the 90s and are undoubtedly popular among the characters of Euphoria as well. On the show we see this trend most through mesh tops and dresses layered with other pieces like statement bras, bodysuits or slips. They vary in opacity as well as print, ranging from solid subdued colors to bright graphics. The lightweight and fitted silhouettes of these pieces make them the perfect addition to any look whether you’re dressing for the red carpet or your weekend errands

Left wearing beige top and harness and the right sheer yellow dress

Velvet

Velvet garments, which are used throughout the series, are ready for nearly any occasion or character. In her tie-over feature episode, we see Jules’ layer a high neck velvet tank by Eckhaus Latta over a mesh long-sleeve with a pleated skirt in classic Jules’ fashion. Seeing Cassie’s affinity for matching sets it is no wonder we see her own mom don a teal velvet Juicy Couture tracksuit in episode 5 of the second season. The trend is present in the more casual scenes of the show but also transcends the boundaries of casual fashion and is equally present in the more formal and elegant garments, even seeing Maddy in genuine 90s clothing in a Thierry Mugler gown from the Fall/Winter collection of 1991.

Left, Hunter wearing cutout top and the right is a cutout outfit in black

The Slip Dress

Keeping in line with the sensuality of the show, we see many silky slip dresses throughout the series. Jules uses slips as layering pieces multiple occasions, layering her snake print slip over a sheer mesh top, or a lace-paneled bright pink slip from Stella McCartney over a matching mesh top. Maddy can be seen wearing slips for nearly any occasion, from a green Blumarine slip as loungewear in the fourth episode of season 2, or a black Marc Jacobs slip as her birthday dress in the same episode

On the left is the actress Alexis Demie wearing a black slip dress with white lace. On the right is a model on the runway wearing a brown slip dress with purple lace.

Tiny Bags

We appreciate the 90s mini bag. While it’s doubtful these bags could carry much more than an eraser, the women sport the trend regularly through the halls of East Highland High School. Popular for Maddy and Cassie alike are the color-coordinated, tiny purses in season 2 episode 3 as Cassie comes to school in an outfit nearly identical to Maddy’s. In that same episode, Maddy carries a black, Coperni mini baguette bag. Regardless of the setting, the 90s tiny bag is deemed practical enough for Euphoria.

Left cropped top in the bathroom and the right is a yellow outfit and bag

Headbands

Reminiscent of the 90s and in line with the use of other 90s styles present in the show, Maddy’s use of headbands fits perfectly In the first episode of season 22, pairing a stretch comb headband with a black cutout dress and strappy heels to make the ultimate Maddy take on a 90s New Year’s Eve fit. Additionally, the classic stretch cotton band makes its way through the season, completing the tracksuit sets we see throughout the series in perfect 90s fashion.

Left is black top with lots of black eyeliner and right is a beige dress

Platform Shoes

One of the biggest footwear trends in Euphoria is the platform. Jules combines this with another prominent 90s trend: the combat boot. Frequently sporting platform lace-up boot, the 90s influence is easy to see in Jules’ style. Moving in the opposite direction from the grunge influence we see with Jules, Lexi and Cassie shift towards softer styles with their Lexi’s platform loafers, and both of them wearing platform Mary Janes. With the styles statement of each character on the show, larger-than-life shoes are a must, and any 90s platform is sure to make it happen.

Left is a group of kids at school and right is some printed shoes

Cardigans

Few styles or trends are seen across the cast of Euphoria as much as that of the cardigan. Cardigans accommodate each character’s style, being versatile enough in nature to fit Maddy’s confident, bold, and form-fitting style just as much as Lexi’s more playfully preppy styles. In the 90s, fashion broke the cardigan out of its reserved and dated nature and made it sexy, perfect for the characters of Euphoria.

Left is faux fur top and the right is an animal print outfit

Tracksuits and Matching Sets

Rivaling the cardigan for the most prominent trend in Euphoria, matching sets and tracksuits are incorporated into the forefront of Euphoria fashion. From Cassie and Lexi’s mom’s Juicy tracksuit in episode 5 of season 2, to the coordinating (or clashing) matching sets we see Cassie and Maddy wear in the 3rd episode of the season, matching sets are incredibly prevalent. Cassie and Maddy both take the trend from their loungewear to an outfit for school, to the perfect party or night-out style.

Plaid & Pleats

Throughout the show we see two characters specifically wearing plaid on the regular. The print’s versatility makes it the perfect trend to flex from style to style. On one end of the spectrum, we frequently see Jules in plaid pleated skirts. Combined with the edge of her layering and grunge-esque boots, plaid skirts make the perfect completing piece. In an opposing style, we see Lexi incorporate plaid into her young and exciting take on prep-chic through the pink plaid pants we see her wearing in season 2 episode 2, or the plaid skirt paired with a peter pan collar and black loafers later in the season in episode 5.

On the left is actress Hunter Schafer wearing a plaid pleated skirt with a white sheer long sleeve and pink short sleeve on top in a classroom. On the right is a model wearing a plaid pant and dress on top on the runway.

Interview by Flora Medina, Contributor, PhotoBook Magazine
Tearsheets by Alexa Dyer, Graphic Design Intern, PhotoBook Magazine & Melissa Kaiser, Contributor, PhotoBook Magazine

90s Trends in Euphoria