Why Is Fashion So Lo-fi?
The low-budget, grainy, anti-tech and imperfect fashion era is now
Lo-fi is the direction fashion is moving in. It's the antithesis of the glorified, highly polished and stylised fashion imagery we've come to know. Instead, this shift is about embracing an undone, unpolished, and nostalgic fashionable feel.
In the early days of influencer culture, a scrappy, low-budget media approach was the unsung hero. Now, with the meteoric rise of no-frills TikTokers and native platform editing tools, lo-fi content creation is shaking up fashion with its accessible and imperfect approach.
Lo-fi content is the antithesis of the glossy, overproduced and overdone #ad. It's raw, it's real, and it's relatable — the complete opposite of stylised sponcon content. We've become so numb to digesting out-of-touch fashion visuals that this wave of lo-fi creation feels like a breath of fresh, unfiltered air. Even if it is a little try hard at times.
The lo-fi aesthetic isn't just popular because it's cool. It's popular because it's accessible. You don’t need a high-end camera or a degree in visual arts to create something that leaves a lasting impression. Anyone who can wield a smartphone and adopt a DIY spirit can get in on the act.
This democratisation of creativity and countercultural approach operates outside of the constraints of fashion's glossy gilded walls, flipping the script on how we view and consume fashion.
In a world saturated with perfectly polished pixels, where every minuscule grain counts for something, fashion going lo-fi challenges what we know. This is a movement that values imperfection over artificiality, proving that sometimes, the fashion lens is better when it's unfiltered and unrefined.
Lo-fi’s visual language and aesthetic
Lo-fi is like that cosy, worn-in sweater of the music and visual world — it’s all about muted tones, nostalgic vibes, and a soothing simplicity that invites you to step back, pause, and savour the moment, just because. Unlike other aesthetics that tend to use nostalgia like a cheap trick, lo-fi’s charm lies in its ability to make the mundane magical.
It’s a genre where minimal melodies and repetitive rhythms draw listeners into the present. It’s also why I have the Lofi Girl YouTube channel playing in the background on constant repeat, whether I’m working, reading or writing (try it out and thank me later).
Visually, lo-fi aesthetics blend muted colours with simple and intricate graphics, often set against peaceful backdrops. It's very anime-esque. The roots of this aesthetic can be traced to musical pioneers like J Dilla and Nujabes, who intentionally played with low-fidelity sound to give their music a vintage, aged feel. But it was the OG Cartoon Network's late-night [adult swim] block that propelled lo-fi into the mainstream. We stan!
Lo-fi is layered, and it strikes a chord. Vintage-inspired tones and filters go big on all things nostalgia, creating an almost dreamlike and transient experience. It’s a look that feels timeless and grounded, like a faded Polaroid from a simpler era. And that's why fashion is getting in on the lo-fi act.
Luxury brands are taking a page out of the lo-fi playbook, because of course they are. Where else is there to turn when original ideas are running on empty? They beg, borrow and steal. But that doesn't mean that what we end up with is all bad. Maybe it's time to do things a little differently.
Take Loewe’s FW24 campaign, for example — the whole thing was shot on an iPhone. This is a big deal. And I’m speaking as someone who's spent years working on e-commerce shoots, luxury campaigns and glossy editorials. Is it gimmicky? A little. But it’s also a signal that luxury is loosening its collar. Loewe’s social media has been shifting gears for a while, with their casual video and photo dumps hinting at a deeper understanding of what we want from fashion today: an unpolished look that doesn’t sacrifice style.
For labels that are in tune with digital culture, this whole lo-fi shift makes sense. Think: Praying, Heaven by Marc Jacobs, and Aries; for these tech-literate and culture-first brands, they get it. This kind of content is second nature for them, and it’s paying off. It's worthwhile noting, however, that this undone look isn't for everyone, nor is it supposed to be. But when done right, even luxury brands can get away with being rough around the edges.
Tech’s anti-tech nostalgic glow
Lo-fi’s dominance is taking it back, way back. Back to the early days of the internet and a time when dial-up tones were the soundtrack of our lives and the biggest social flex was passing notes in class and getting away with it. The lo-fi aesthetic taps into this deep-seated yearning for a simpler era, rejecting today’s hyper-polished digitalness in favour of something more human and gloriously imperfect.
Back in my Millennial youth; blurred images and out-of-focus b-roll were the norm. And while this Y2K fever may feel very low budget, very indie, very wild and hedonistic, it's exactly this type of spirit that's making a comeback and reshaping fashion. The same tech that captured childhood memories in the early 90s and noughties is now a muse, a darling of the fashion world that’s both on point and sought after in a soul-searching kind of way.
This is a new tech meets anti-tech era, it's an analogue revival. It's obsessive and delightful and comforting in all of its simplistic wonder. Whether you're shooting on an old-school film camera or a chunky handheld camcorder, this lo-fi shift feels both retro and refreshingly raw.
One brand getting in on the hype is Balenciaga, who brought 90s nostalgia to its AW22 show, The Lost Tape, with the digital presentation reminiscent of a VHS recording you'd crowd around grandma's couch to watch. Shot by Harmony Korine, the show notes read: “The Balenciaga Fall 22 presentation comes in the form of a message from the past about what could have been and never was. It recalls a time when clothing that was alive with raw ideas — anti-fashion, deconstruction, and monochromatic minimalism — could be found anywhere from an industry spectacle to the active underground.”
Going even further back, Eckhaus Latta’s AW17 show was a trip down memory lane via lo-fi VHS. The space the show was set in was pastel-toned and spa-like, off-kilter yet soothing all at once. Minnie Bennett’s VHS video captured models in a serene state of ease, steeped in a warm, analogue glow.
In this era of high-definition everything, the most coveted looks are ones that feel dated and slightly out of sync with today’s polished perfection.
Shitposting, but make it fashion
I love a shitpost so don't come for me.
There's something gleeful about the side of social media that's absurd, provocative, and curated to make you feel some type of way. It's poor quality and can at times feel very meta and self-referential. The latest trend in fashion, however? Jump on the lo-fi bandwagon through shitposting and a scrappy IDGAF vibe.
This is where the Marc Jacobs x Lil Uzi Vert campaign comes in. In a video that’s part CCTV footage, part chaotic energy, Uzi is caught on grainy surveillance, losing their cool when a call doesn’t connect. So what's one to do in this type of situation? Throw a tantrum, or as we Brits like to call it, a shit fit. But if you’re Uzi, jump up on the desk and dance. And do it alongside a Marc Jacobs Camo Jacquard Snapshot Bag while you’re at it.
Then there’s notwoways, a London-born sneaker brand that decided to get creative with my beloved city’s abundance of CCTV cameras. Honestly, you can't wipe your nose or pick out a wedgie in LDN without being caught on camera. In true Big Brother fashion, notwoways campaign for its Formula Zoysia sneaker featured a bunch of folks across the capital going about their everyday business while caught in the act on CCTV. Very on point.
You’ve also got im sorry, a capsule collection from photographer Petra Collins and designer Mimi Wade, that’s dialled into early internet-era aesthetics and shitposting, wrapped in all its glitchy, gif-filled glory. If it's not Addison Rae for SSENSE smoking a cigarette with her feet in a plastic tiara and silver hot pant set, then it's Juria from XG in a butterfly necklace and bunny hat, Trisha Paytas Hacmon in a graphic baby tee and @complicasian in a trompe l’oeil hand-painted mini dress licking an ice lolly in a retro style bathroom.
In a fashion world that’s typically all about perfect pixels, polished images, highly stylised feeds and big-budget personas, brands are proving that sometimes, it’s the messy, lo-fi, meme-worthy moments that make an impact. There’s magic in the blur.
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Love, love, love this take! We are very like minded 😇