How did Bratz became style icons of the Gen Z

Thanks to the buzz surrounding the live-action starring Margot Robbie and the Valentino Pink PP Collection effect that has infected many celebrities such as Kim Kardashian and Nicola Peltz Beckham, Barbie and the Barbiecore are shaping the aesthetics of 2022. Just as at the beginning of the millennium, however, there is a group of dolls ready to snatch the scepter of the style icon of the year from the Mattel toy: the Bratz. Who better than them, with their heavy, elaborate make-up, platform shoes, baby tees, tight little dresses, butterfly tops and cargo pants, embodies Gen Z's nostalgia for Y2K fashion that has been inspiring designers and stars of late? We're sure that Yasmin, Chloe, Sasha and Jade, the Bratz OGs, adore Blumarine girly creations, were among the first to sport Miu Miu set or Chet Lo pop-corn effect dresses and go crazy over Heaven by Marc Jacobs Kiki Boots.

When Bratz hit the shelves in 2001, they were something quite different from everything the toy world was used to. Unlike Barbie, the dolls created by Carter Bryant were anything but classic, perfect and boring. They were characterized by bodies of deliberately unreal proportions: huge heads, long flowing hair, big mouths and almond-shaped eyes, petit noses and thin bodies, with long legs and feet at least as big as the shoes they wore. Their style was also decidedly daring, to such an extent that many parents considered them too sexy to be children's toys and therefore refused to give them to their children. Their wardrobe, as well as their make-up, was inspired by the street style of the time and the looks of pop stars such as Britney Spears, Destiny's Child, Christina Aguilera, Avril Lavigne and the Pussycat Dolls, and was, therefore, a mix of different elements: cargo trousers, cropped tops, plaid miniskirts, low-waisted jeans, fur-lined coats, tank tops, baby tees, knee-high boots, hats, sunglasses, body chains and flashy earrings.

In the last few years, ever since Gen Z discovered the allure of Y2K fashion and after the #BratzChallenge inviting doll fans to recreate Bratz make-up in real life crossed the borders of beauty, profiles of creators who perfectly replicate the looks of Yasmin, Chloe, Sasha and Jade have multiplied on TikTok. Why dress like a toy from twenty years ago? The nostalgia effect plays an important role, but having filed away this collective feeling, it seems that there are two main reasons for this Bratz mania. First: the children who played with these dolls with their eccentric looks have always dreamed of dressing up like them and, now that they are grown up, they can do so. A bit like many young celebrities are also doing, who are evidently inspired by the Bratz wardrobe for their outfits: from Olivia Rodrigo to Emma Chamberlain, from Iris Apatow to Cindy Kimberly, from Kylie Jenner to Chloe Cherry. The second reason is that the Bratz, with their excessive yet cool aesthetics, are a true statement, shouting passion for fashion, uniqueness, personality and self-confidence. Tiktoker @isiifernandeez believes that "Every time I see myself in the mirror wearing some Bratz-inspired outfit, I feel I'm showing to the world who I am — how good I feel in my skin. [It’s a way] to gain confidence and self-love." Is there anything better than playing with the dolls we loved as children and, in this way, elevating our personal style and self-confidence?