Gen Z fashion is largely based on trends of the past. The younger generation idolizes the styles that came before their time, and that is certainly true of the popular designer brand of the ’70s and ‘80s, Gunne Sax.
Gunne Sax was all the rage in its heyday. Now, it is once again a brand that young people everywhere are eager to get their hands on.
Gunne Sax was founded in 1967 by Eleanor Bailey and Carol Miller in San Francisco, California. Designer Jessica McClintock partnered with them in 1969 for a $5,000 investment. This investment proved to be well worth it; the Gunne Sax brand became a household name in proms and department stores across the nation.
As vintage styles and clothes keep regaining popularity, Gunne Sax dresses are cool once again for many factors. Gen Z loves nostalgia and dressing according to certain aesthetics that Gunne Sax also represents.
Read along to learn all about why Gunne Sax is Gen Z’s latest obsession and ways you can rock the vintage brand yourself.
Nostalgia
Nostalgia is a phenomenon that keeps many past trends alive in 2021, and that is especially true of Gunne Sax dresses. The fact that they are no longer produced makes the dresses a true relic of the past and makes the nostalgia even stronger.
Gen Z is especially nostalgic for the Gunne Sax brand, particularly because of the decades it is associated with.
The 1970s
Gen Z mimics their fashion from previous decades. While this group definitely has a penchant for the mom jeans and butterfly clips of the ‘90s, the one period they are extremely nostalgic for is the 70’s.
And who is to blame them? Between the playful flared pants, platform shoes, and bright colors and tie-dye, the decade was chock-full of snazzy looks.
The Gunne Sax wardrobe spans a couple of decades, but many of the styles perfectly capture the popular fashion of the ’70s. This makes the brand very desirable to Gen Z, a population of people already enthralled by the decade of disco.
Many of the 70’s Gunne Sax dresses really hold up today, thanks to the fun floral patterns and carefree nature of the designs. That style was cool in the ’70s and has cycled back into coolness today.
The 1980s
Another decade that Gen Z tends to be pulled towards is the 80’s. Gunne Sax persisted through the ’80s and, in fact, found its peak popularity during that decade.
Most of the Gunne Sax dresses from the ’80s were primarily advertised as prom dresses, but in 2021 can be repurposed in any way you wish to wear the garment. However, what makes these dresses so fun and desirable is the way they are quintessentially 80’s: poofy sleeves, lots of tulle, and bright, bold colors to boot.
A great example of this style takes the form of this vintage red Gunne Sax dress from the ’80s. The ruched center, tulle lining, and off-the-shoulder sleeves give this frock a geometric look, and the brightness of the red is eye-grabbing.
Whether you are prom dress shopping or just love that 80’s formal attire that the Gunne Sax brand nailed, you will want to join Gen Z on their obsession with this vintage designer.
Cottagecore Popularity
Though nostalgia is a huge aspect of the Gen Z fixation with Gunne Sax, another factor is the rise of the cottagecore aesthetic.
Cottagecore is an aesthetic and fashion style that gained momentum during the early pandemic and continues to persist as one of the most popular fashion trends of 2021. The fad is all about escapism and returning to nature. This can be accomplished through hobbies like baking and gardening but translates into fashion as well.
The attire of the cottagecore trend is primarily about flowy frocks, prairie style clothes, and floral patterns—styles that highlight the naturalistic aspects of the aesthetic.
Many of the earlier Gunne Sax dresses pair perfectly with modern-day cottagecore, which is a huge reason why Gen Z can’t get enough of the vintage brand.
If cottagecore appeals to your fashion sensibilities, then we recommend snagging one of these 70’s floral Gunne Sax frocks. That dress, in particular, contains many hallmarks of the cottagecore aesthetic, notably the laced ruffles and the floral pattern.
For more of a prairie vibe, you should consider a Gunne Sax calico prairie dress from the ’70s. This look is another cottagecore trademark. With the modest high neck and puffed sleeves, floral pattern, and frilly details, you will look 100 percent authentic to the cottagecore aesthetic.
Gen Z loves a fun aesthetic, and cottagecore is in right now. Gunne Sax dresses nail the prairie style and floral detailing that go hand in hand with the trend.
An Exclusive Appeal
In general, people tend to be drawn more towards things when there is an element of exclusivity. We want things that are hard to get and are completely unique.
That is a huge element of the Gen Z obsession with Gunne Sax. Back in its prime, Gunne Sax was everywhere; the brand was affordable, stylish, and everyone had to have one. Now in 2021, Gunne Sax no longer manufactures clothes. The only way to acquire this label is by finding a vintage piece that suits your fashion sense.
Because Gunne Sax styles are out of production now, it feels like an exclusive find when you snag the perfect vintage prairie dress for yourself.
Fortunately, there is plenty of vintage Gunne Sax to go around. Since these garments are now finite, it really is like owning a piece of fashion history.
Modern brands also just do not make clothes in quite the way that Gunne Sax did—they don’t nail the prairie, rural vibe that so many Gunne Sax dresses do perfectly. By shopping for this vintage brand, you not only are buying an exclusive piece, but you are also finding styles that are wholly unique and have not been replicated.
The feeling of having something unique is unmatched, and it explains why Gen Z flocks towards Gunne Sax. The dresses are stylish, but their rarity in modern fashion makes them special and extremely desirable. You, too, can feel exclusive by purchasing a vintage Gunne Sax dress today.
Gung-Ho For Gunne Sax
It is no secret that Gen Z loves vintage brands, and these days they are particularly obsessed with Gunne Sax.
The popular brand from the ’70s and ‘80s hits many targets for the younger generation. Gunne Sax especially captures the nostalgia, cottagecore aesthetic, and exclusivity that really draws in Gen Z. The dresses are truly special and a great way to honor those iconic decades!
Sources:
Design Empire Began with Gunne Sax | SFGate
What is Cottagecore? Meet the Biggest Trend During Quarantine | HuffPost
How Human Psychology Explains Exclusive Brands | Chicago Booth Review