A Y2K-coded street wear phenomenon has been spotted on pop culture royalty including Bella Hadid, Taylor Swift and Beyonce respectively.
Founded by British power sibling duo, Jade and Grant Goulden launched Jaden London the summer of 2013 – and if you have not heard of Jaded London, you’ve definitely seen them.
Famous for their risqué and iconic body cut out looks, if you spot a dress that manages to be full length but also fashionably exposing, you are probably looking at one of Jaded’s classic evening outfits.
I first came across Jaded London was when I was shopping for a ball gown last year.
I bought their Vida Grunge Animal maxi dress which since then has gone viral on both Instagram and TikTok, and I must say I have never received so many compliments (and free drinks) in my life.
It has since then survived as a staple going out piece.
Jaded London fan, Lily, 22, from Cheshire, said: “I shop Jaded when I want special occasion pieces, something that is a statement and a showstopper.
“I feel like when you want to be the centre of attention in a room, you wear something from Jaded.”
So what is it about Jaded London?
To many it taps into a popular and lasting cultural fascination with the Y2K era, which they combine with their own edgy and futuristic design choices.
Therefore, while it keeps us tethered to the bygone era of Noughties, Jaded London is propelling us into the future of party girl fashion.
London fashionista and loyal customer of Jaded, Tara, 22, said: “I do not understand why they have not done a campaign with Charli XCX.
“They are that same vibe – that messy, party girl aesthetic.”
Currently, Gen Z is a more conservative generation than our predecessors in terms of social life – maybe Jaded London is the red pill we must all take to wake up into the wild, turbulent and beautiful reality of being a twenty-something?
Lily added: “Let’s be real, we all spent our youth at home during COVID in those formative years where we would have been out partying.
“Jaded is selling this cool party girl lifestyle, the kind of girl who doesn’t take herself too seriously, has a great time, and when you go out everyone is looking at her.”
With a generation that is often criticised for not drinking, not having fun, and obsessing over a ‘clean girl untouched by 30’ look, Jaded London might be the antidote to us adulting before our time.
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