Discover the Most Popular Fashion Decades in America

New research conducted by fashion experts Boohoo analyzed fashion-related terms for the 1950s, 1960s, 1970s, 1980s, 1990s and 2000s to establish the most in-demand decade of fashion in each state.

The research revealed the most Googled decades for fasion in each U.S. state, with the 1980s coming out on top in 36 of 50 states. 

1980s Fashion

1980s fashion, a distinctive style filled with exaggerated silhouettes and bright colors, has been revealed as the most searched for fashion decade in the U.S., with 36 out of 50 states searching for it more than any other decade.  

This fashion decade has a distinctive edge. From leather biker jackets to baggy blue jeans and iconic mullets, there are elements of this style seen throughout the country – even today. In fact, the smash-hit Stranger Things has no doubt inspired this spike in searches. 

 1990s Fashion

90s fashion, a trend that has made a comeback in recent years with the likes of slip dresses and bucket hats, is the most searched for fashion decade in 14 states. It is also the second most popular decade for fashion in 34 out of 50 states. 

There’s no denying that 1990s fashion is still making waves in the country. The characters of Friends, for example, are still influential for their wardrobe choices, including Phoebe Buffay’s petite chokers, Rachel Green’s pleated skirts and Monica Geller’s wispy bangs.  

1970s Fashion

Despite not ranking at the most popular fashion decade, the new research has revealed that 70s fashion is the second most searched for fashion decade in 1 state, and the third most searched for fashion decade in 31 out of 50 states.  

1970s fashion is recognizable for its floral prints and tie-die clothing. Today, blown out hair styles and high-waisted trousers are all reminiscent of this time. The fashion in Daisy Jones and the Six, for example, is straight out of a Stevie Nicks fantasy, with everything from bell sleeves and lace shawls.  

2000s Fashion     

It’s surprising that 2000s fashion, otherwise known as "Y2K fashion," did not rank as the most popular in any U.S. state. 00s fashion ranks as the second most searched for decade in just 1 state, and the third most popular among 16 out of 50 states. 

Nevertheless, this fashion decade is dominating current trends. There are countless iconic moments in this era being repeated right now, such as Christina Aguilera’s scarf tops, Destiny’s Child’s low-rise denim jeans and Paris Hilton’s miniature handbags.  

  1950s and 1960s   

1950s and 1960s fashion do not rank in any of the states, making these the least popular decades for fashion in the U.S. So, don’t expect Twiggy’s A-line dresses and Grease’s poodle skirts to be on the runway this season.  

A spokesperson from Boohoo has commented: “Modern day fashion takes inspiration from the past. In recent years, there has been increasing popularity in nostalgic fashion from the 90s and 00s, and Y2K style has become synonymous with Gen Z.   

“However, the research has revealed that 90s and Y2K fashion are the second and fourth most popular fashion decades in the U.S. This suggests that both trends are gradually decreasing in demand – so which fashion decade is aligned to take their place?   

“As the 80s is now the most searched for fashion decade, iconic retro clothing has the potential to become increasingly popular in the coming years. With this in mind, will consumers embrace this bold, bright decade in 2023?”