Black suits them: Alena Goryacheva, author of Devil Wears H&M Telegram, explains why gothic aesthetics are taking over the fashion industry

Among the many trends we’ve come across over the past year, the gothcore aesthetic has shone. Millions of views on the relevant hashtags on social networks, thousands of followers of the dark air and endless respects to the gloomy characters of the cinema. Wednesday begins with Addams (whose images are not only repeated by sloths) and ends with the bride of Frankenstein, whom Kylie Jenner skillfully reincarnated on Halloween.

It seems like All Saints Day is long gone, and the trail of the dark aesthetic continues to follow the fashion industry without a moment’s notice. The general interest in this topic can be traced in the new collections of fashion brands, in the images of the urban fashionista, and even in the content on social networks.

Today we decided to figure it out from “a” to “z” and turned to Alena Goryacheva, author of Devil Wears H&M Telegram channel, for help. In this column, he’ll explain why the world is obsessed with gothcore, who the main fan is, and how to follow the “spooky” trend.

Alena Goryacheva, author of Devil Wears H&M Telegram channel

For the past few years, rumors have been actively circulating on the Web that the glamorous zeros will be replaced by something else, something very gloomy and “heavy.” So it actually happened. Last year, the entire fashion world was taken over by a dark aesthetic codenamed gothcore. Simply put, it’s a direction that includes goth and punk culture.

Now, in general, fashionistas and women of fashion all over the world have a special love for subcultures that existed in the period from 2000 to 2010. Analytical services show us that interest in all communities of that time grew exponentially, but, of course, in a different way.

The main difference between the modern Goths and those ten and a half years ago is that they do not have a clear ideology. But it is this fact that makes gothcore fans really stylish and also gives them the opportunity to play with style and try themselves in a new role.

So, to become a gothcore girl, you will need the following materials: black hair, a cunning look, burgundy lipstick (close to the color of blood), thin black or, conversely, bleached eyebrows and, of course, long black (or red) nails. I will immediately note an important point: all of the above is just one of the possible options. No one forbids you to open your fantasy and find something of your own.

We understood the beauty part – everything is very clear and understandable there. Our next stop is clothing, which many still have questions about. The main rule to follow when designing a gothic girl is to remember that you are more likely to try to look like a bad girl who has broken the hearts of all the guys around you, than to really try to be a goth. Let’s take a look at the looks of Amelia Grey, Kourtney Kardashian, and Kylie Jenner, who have long flirted with the dark aesthetic (and been hugely successful), and try to break them down into its components.

The above girl-girls have been hiking corsets, “mourning” dresses, spikes, black lace and velvet, various gothic bracelets, cruciform accessories, “naked” tops and skirts, accompanied by numerous fashion influencers. a special excitement for a few months, torn sweaters, platform shoes and boots and of course necklaces. The traits of the average gothcore girl could be listed for a very long time. But now I want to dive into the phenomenon of popularity a little and find out where the legs grow.

Speaking of gothcore, it is impossible not to mention the sensational series “Wednesday”, which in a few days won the hearts of millions of viewers and made a mysterious girl a true style icon. Meanwhile, all his images are based on the intersection of Dark Academia and gothcore aesthetics.

Such success is due not only to Tim Burton’s excellent work, but also to the fact that people have a demand for anything dark and spooky. Maybe it’s a reaction that challenges the tooth-grinding barbicore, who has been dominating the ball for the past season. There were so many of Pierpaolo Piccioli’s Valentino Pink that the discerning fashion community got fed up with it.

And the design studio is rapidly moving towards the dark side. In September last year, at the Versace show, we saw a gloomy bride whose face is hidden by a black veil (by the way, this image was tried on by the performer of the Wednesday role, Jenna Ortega), Maria Grazia Chiuri at the Christian Dior fashion show, several dramatic black images made of translucent lace He did not stop, accompanied by Yohji Yamamoto, Balenciaga, Alexander McQueen, and Maison Margiela. All this points to one thing – gothcore will be even bigger in 2023.

Whether you succumb to the trends or not is up to you. In a world of fleeting trends, it’s important to protect yourself and your style. But if you like to experiment, why not transform into a gothic woman for a few days? Also, it’s always nice to look at yourself in a new way.