How Euphoria has sparked a fashion and beauty movement

Through its unique clothing choices and makeup looks, HBO’s Euphoria is a perfect encapsulation of Gen Z as we know them today.

By now you’ve probably heard of Euphoria, the brand-new series that’s changing television with its controversial themes of depression, addiction and sex in the age of social media.

Costume designer Heidi Bivens has called the show’s style a ‘time capsule’ of how teens dress today so, to celebrate the UK launch of Euphoria yesterday, let’s take a look at how it’s sparking a Gen Z fashion and beauty movement.

Written, created and directed by Sam Levinson, the coming-of-age drama is as concerned with aesthetics as it is with the story, breaking barriers with beauty through a hyper-visual lens.

From Rue’s laid-back gender subversive vibe and Jules’ elaborate outfits, to Kat’s transformation into a badass dominatrix, and Maddy’s revealing-meets-refined style, there’s a reason we’re obsessed with what all the characters are wearing.

Showcased by some well-known names like Zendaya and Jacob Elordi as well as the young, up-and-coming cast that includes Barbie Ferreira and Hunter Shafer, the entire wardrobe is an eclectic combination of designer pieces, vintage finds, and streetwear looks that are perfectly tailored to suit the unique personalities of the teens they play.

When asked what inspired her choices, Bivens replied: ‘in general, all my references printed on the wall of the costume office were modern pictures of teens today. Instagram is a goldmine for current style references and inspiration.’

Euphoria has taken a step back from the common tendency of TV shows aimed at teenagers to provide viewers with unrealistic expectations of what they should look like. It goes without saying that we are heavily influenced by what we see on screen and it becomes pretty unrelatable when a 25-year-old is playing a 16-year-old dressed head to toe in Chanel.

Now, we have a great example of how modern fashion has been democratised in terms of how it’s marketed to us and also the way in which we shop. There’s a real sense of normalcy in Euphoria and instead of striving to create new fads, Bivens has successfully replicated a phenomenon that already exists – what we’re all wearing right now.

Representing high street and mid-range brands as well as alternative fashion labels, Bivens gives us a seriously wide variety of looks we very easily have access to. She also makes it even simpler by referencing apps like eBay, Etsy and Depop to highlight the rise of ‘direct-to-consumer retail’ which has redefined exclusivity and means we can wear what we want, when we want.

What’s interesting, is that every single item that we see on the show can be found online, and almost all of it has already completely sold out. Instead of trawling the internet for several hours to find the exact cut-out two-piece Maddy infamously wears in the carnival scene, you can find it at the click of a button thanks to Bivens decision to be more inclusive with her costume design ideas.

‘While we were working hard putting each episode together, I didn’t have the foresight to realize how much interest there would be in all the details of the costumes,’ she says.

But it’s not just the clothing that seemingly takes centre stage in Euphoria. It would be an understatement to say that Doniella Davy’s work to ‘blend gen z brilliance into tv magic’ has been the catalyst for a makeup movement – it’s totally revolutionary.