Euphoria and the role of fashion in the cult series of the moment

There are TV series that enter the collective imagination by successfully embodying the pop culture of their time. This happened with “Sex and the City” in the 1990s, with “Gossip Girl” in the early 2000s, and it is happening now with Euphoria, whose final season is set to air this very month. In all these series, fashion has played a fundamental role within the narrative, defining the characters and influencing generations of viewers mesmerised in front of the screen.

The series, written by Sam Levinson, is not only a raw and powerful account of contemporary adolescence, but has quickly become a cult phenomenon, catapulting all the protagonists to the top of the list of Hollywood’s most sought-after and promising actors. Ever since its release, the characters’ style – crafted down to the smallest detail – has had an immediate impact on global trends, transforming make-up, clothing and accessories into genuine tools for storytelling and self-expression. Aesthetics thus become a direct expression of the protagonists’ personalities.

Rue Bennett, played by Zendaya, is the embodiment of the troubled girl: her emotional state, perpetually at war with herself and the world, is reflected in oversized and often androgynous outfits. In contrast, Maddy Perez, played by Alexa Demie, embodies a bold and daring aesthetic, featuring tight-fitting bodysuits, glitter and 2000s-inspired silhouettes, just like her character, who needs to be over-the-top and controversial to make an impression. Sydney Sweeney plays the ‘girl next door’ dream in a more fragile yet sensual way: pastel colours, romantic details and daring necklines bring the "soft girl" aesthetic back into vogue.

Hunter Schafer plays the most mysterious and provocative character: for her, fashion is fluid, experimental and closely linked to gender identity, making her a role model for Gen Z. Euphoria’s impact on fashion has been most evident in the resurgence of Y2K trends: crop tops, rhinestones, graphic eyeliner and bright colours have returned to the forefront both on the catwalks and on social media. Make-up, in particular, has played a central role: glitter, adhesive stones and extreme looks have gone viral on platforms such as TikTok and Instagram.

The phenomenon has not gone unnoticed by the major fashion houses, which have not merely reinterpreted the aesthetic codes of the protagonists, but have actively sought them out as ambassadors for their collections. The brands on Galleria Cavour are no exception. Thus, Zendaya, who is constantly photographed on every red carpet, has become a brand ambassador for Louis Vuitton and Bulgari. Hunter Schafer, with her magnetic, queer aesthetic, has been chosen by Prada to embody the brand’s intellectual and unconventional charm.

The male star of the cast, the highly sought-after Jacob Elordi, who in the series plays a character who is both ruthless and fragile, a world away from the invincible, macho aesthetic of 1990s television, has also been chosen as the face of Bottega Veneta. Now in its final season, the series has thus demonstrated how fashion can be a language as powerful as words, and how the small screen can influence the market and the aesthetic choices of an entire generation, creating a bridge between storytelling and the fashion system.

Ph: LucaFazPhoto, CC BY-SA 4.0, via Wikimedia Commons (Particolare)