Glamour without restraint: Eurotrash, an eclectic ode to eccentricity.

Eurotrash is the phrase rolling around our feed, timelines and columns. Think Dolce and Gabbana but on steroids; hyper-embezzling and brand-engulfed styling which feels just as performative as it does effortless. The modern perceptions of trash culture include logos and branding that feel evasive, or patterns that obnoxiously coincide. Some of these stand-alone trends may be placed firmly into the ugly-hot category. Sometimes the most unexpected combinations can create an expertly trashy look. Trash culture is the new cool.

The connection between Eurotrash and fashion has always been prevalent and this trend still embodies its humble beginnings. Endorsed by the great Jean Paul Gaultier in his debut 1993 ‘barbaric’ television show, Eurotrash. Focussing on humble beginnings - the low-budget setting oozed all things tac and sleaze. Even beginning with the title sequence, an enactment of coinciding colours and characterised backdrops. The modern-day perception of the show was detailed by its producers. ‘These days you have to be cautious but back then there were no limits. We broadcast at 10.30 pm, which was perfect because, by that time, everyone in Britain was drunk’ Antoine de Caunes, Presenter. Exploring all things sub-genre and sublime, the show pushed the limits of both. Its content entails French-chic and savoir vivre, but way more trashiness than classiness. Eurotrash has been pushing boundaries for decades.

Fast forward, the trend has gained momentum and virality at the heart of the hyper-pop music scene. Popstars of the moment have become trailblazers of the trend, proving a prevalence within music. ‘Partygirl’; an event by Charli XCX, has made headlines in the electro-pop realm. The ‘Vroom-Vroom’ star has been shifting the gears and has become central to the Eurotrash craze. Her recent set at Boileroom in New York saw Charli styled in a brash statement tee. The ‘Cult Classic’ who took to the decks to mix her most famous songs; including hit songs from her eagerly anticipated album ‘Brat’, was met by a zeitgeist of Eurotrash fans. The celebrity entourage at the event only further heightened publicity. To the left of the stage you could find girl-of-the-moment Italian-American Actress Julia Fox dancing on the beat and posting on her socials.

You can watch the Charli XCX Boileroom PARTYGIRL livestream here 

Whether it’s Ice Spice’s Betty Boop attire or Billie Eilish’s baggy tees and shorts which feel fashionably brit abroad; it's all the moment. Eurotrash seems to celebrate the future generation while maintaining the once-seen public displays of politics, signs, banners and revolt. The idea of feminism is just another angle to be explored through Eurotrash culture. Strong women with something to say are ultimately the foundation of the style evolution. 

We couldn’t talk about Eurotrash without mentioning the slogan tee which has proved important in orchestrating a political and righteous voice. It’s no wonder that brands have been glued to the slogan design element this season. The angle seems timely, during such a pivotal and crucial time of political display. When the brand EYTYS released its firm favourite ‘Zion’ tees, it created room for expression and creativity. The classic silhouette has gained popularity on social media and this season’s T-shirt with the slogan ‘Eurotrash’ has been spotted on celebrities including Eurovision’s 2023 UK entry Mae Muller.

If EYTYS wanted to get people talking, they chose the right mantra. 

Shop EYTYS

Words - Elise-Mai Duffy