Paris Hilton.
LiveStrong bracelets.
Jon Stewart and “The Daily Show.”
MySpace.
Uggs.
The iPod.
We’re more than halfway through the decade, but already these faces, fashions and fads have staked their place as icons of the ’00s. In their own way, they have defined our decade so far, and they’re likely what we’ll remember and mock for decades to come.
In four years, magazines, newspapers and TV shows will start looking back–we expect VH1 will be running “I Love the ’00s” starting in 2010. But in the spirit of an ’00s multitasker–where would we be without our
e-mail, WiFi, cell phone and BlackBerry?–we’re getting an early start on ’00s nostalgia.
Without a doubt, trend-watchers point to technology as the thing that’s made the biggest impact on the decade so far.
The iPod has revolutionized how we listen to music, while TiVo and TV on demand are changing the way we watch TV. Cell phones are ubiquitous, and we use them to take pictures, send text messages and download our favorite songs as ringtones.
“It’s part of our everyday fabric, now more so than ever,” said Karla Hidalgo, an executive producer at VH1 for “I Love the ’80s” and other “I Love the …” shows. “Who are you if you don’t use e-mail or IM?”
New technology is the No. 1 defining characteristic of this decade, and of the generation growing up in it, said Amanda Freeman, vice president of the Intelligence Group, which does market research and trend analyses. Technology isn’t just utilitarian–it’s also an accessory. Ear buds, iPods or an mp3 player and phone in your sunglasses shape our image as much as our clothes, hairstyle or car, she said.
“It really speaks to who you are and how people are going to view you,” Freeman said.
Technology also has spawned online communities such as Friendster, MySpace and Facebook where people can post profiles and meet others with similar interests.
Freeman predicts myspace.com, a network used by more than 30 million young people to post photos, blogs and music, will last the longest. It recently was bought by Rupert Murdoch’s News Corporation and has plans to launch a music label, she said.
The Intelligence Group also has taken note of something it calls “activism light,” a movement of young people who take a low-maintenance approach to causes. Instead of protesting, they express their beliefs through their consumption: rubber bracelets for cancer research, buying sweatshop-free clothes at American Apparel, shopping for organic food at Whole Foods and driving hybrid cars.
We’re also consuming celebrity news with a voracious appetite, Freeman said. We love to read about them–the ’00s saw a proliferation of tabloid magazines–and we copy their styles. For example, the furry Ugg boots became a fashion must-have as soon as stars were photographed wearing them. Same with trucker hats–worn by Justin Timberlake and Ashton Kutcher–which already are over.
Our love of celebrity also has spawned one-name couples (Bennifer, Bradgelina) and the famous-for- being-famous crowd, led by Paris Hilton.
“It will be interesting to see what happens to Paris Hilton, Lindsay Lohan and Jessica Simpson, now that she’s getting a divorce,” VH1’s Hidalgo said. “Where will they be even a year from now?”
Politically, the ’00s will be remembered for the Sept. 11 attacks and the terms that derived from them: orange alert, the Axis of Evil, flip-floppers. Hidalgo says President Bush–his walk, his talk, his mispronunciation of nuclear–will be remembered as one of the biggest personalities of the decade.
“He is his own Monica Lewinsky, his own scandal,” Hidalgo said. “He’s provided so much fodder for comedians.”
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Inside the ’00s
The ’80s had Molly Ringwald, “Karate Kid,” jelly bracelets and the Challenger explosion. The ’90s had grunge, Kurt Cobain and Monica Lewinsky. But what about this decade? Looking ahead (while looking back), here’s some things RedEye predicts will be remembered for being “so ’00s.”
SOUNDTRACK
Background music for “I Love the ’00s.”
– “Hey Ya!”
– “Lose Yourself”
– “Jesus Walks”
– “Crazy in Love”
– “Let’s Get it Started”
– “In Da Club”
– “Vertigo”
– “Redneck Woman”
– “Yellow”
– “Yeah!”
– “She Bangs” (William Hung version)
– “Hollaback Girl”
– “Don’t Know Why”
– “Complicated”
– “Float On”
– “Your Body is a Wonderland”
– “Fallin’ “
– “Who Let the Dogs Out”
– “Drop it Like it’s Hot”
– “Hot in Herre”
TECHNOLOGY
The biggest trend of the decade. Consumers rule–we choose what music we want on our iPods, skip commercials with TiVo, get DVDs delivered to our door and text-message friends from anywhere.
– iPods
– Podcasting
– TiVo
– Netflix
– Instant messaging
– Text messaging
– Ringtones
– TV on demand
– TV seasons on DVD
– Hybrid cars
BIG MOMENTS
The true value of TiVo’s rewind function was seen in 2003 when Justin Timberlake (right) ripped off part of Janet Jackson’s top during halftime at the Super Bowl. We also watched as Saddam Hussein’s statue was toppled in Iraq. The major moments we’ll remember.
– Janet Jackson’s wardrobe malfunction
– Michael Jackson’s trial–and acquittal
– Britney and Madonna’s kiss
– Brad Pitt and Jennifer Aniston break up–Bradgelina get together
– Martha Stewart goes to prison
– Pope John Paul II (left) dies
– Toppling of Saddam’s statue
– President Bush lands on an aircraft carrier bearing the sign, “Mission Accomplished”
– Hurricane Katrina
– Ashlee Simpson caught lip-syncing
BIG TRENDS
What we’re buzzing about.
– Celebrity obsession (magazines, blogs)
– Couples with combined names (Bennifer, Bradgelina, etc.)
– Personal technology
– Media on command
– Makeover mania
– Magic mania: “Harry Potter” and “Lord of the Rings”
– “American Idol”
– Target
– Yoga/pilates/piloga and yolates/Yoga Booty Ballet
– Fake news (Jon Stewart, the Onion)
– Religion in pop culture (from “Passion of the Christ” to “Jesus is my Homeboy” T-shirts)
– LiveStrong bracelets (symbol-wear in general)
– Strange things for sale on eBay (Virgin Mary grilled cheese, forehead space for sale)
PERSONALITIES
No introductions necessary–these people ruled TV, movies and pop culture.
– George Bush
– Michael Moore
– Eminem (right)
– 50 Cent
– Paris Hilton
– Lindsay Lohan
– Kanye West
– Chris Rock (below)
– Oprah
– Jennifer Aniston
– Jon Stewart
– Dave Chappelle
POLITICS
It’s cliche to say “Sept. 11 changed everything,” but it’s hard to overstate its effect on the decade. From taking off our shoes at airports to Bush’s “War on Terror,” 9/11 left a big imprint on the ’00s.
– Hanging chads and the 2000 recount
– 9/11 (above)
– Global War on Terror
– Homeland Security’s color-coded system
– War in Iraq
– Yellow support-the-troop magnets on SUVs
– Gay marriage in San Francisco, Massachusetts, etc.
– Smoking bans
– Young voter/hip-hop turnout (“Vote or Die”)
– Intelligent design
STYLE
We bargain shop at Target, but don’t expect us to skimp on our denim. This decade saw the dominance of fancy pants–triple-digit prices for jeans and brands promising to work magic on your body. We’ll also remember the low-rise jeans–and the thongs they revealed. Faking it was big too–spray tans, hair extensions and Botox.
– $200 jeans
– Jeans with worn patches
– Jeans with stilettos
– Pointy-toe shoes
– Uggs
– Flip-flops as universal footwear
– Botox (above)
– Metrosexual
– Spray tans
– Hipsters
– Trucker hats
– Low-rise jeans and belly shirts (right)
– Faux hawks
– Thongs
– Hair extensions
– Tiny dogs in outfits as accessories
FOOD AND DRINKS
Caffeine reigns. Starbucks took over the world, and Red Bull and vodka was our choice at night. We also struggled with our weight. Low-carb diets and the death of McDonald’s supersize were countered with monster-sized burgers from other fast-food places and Krispy Kremes.
– Starbucks (paying $3 for coffee)
– Krispy Kreme frenzy (already come and gone)
– Energy drinks
– Low-carb diets (also come and gone)
– “Super Size Me” (and the death of the supersize portion)
– Return of the supersize food from Burger King, etc.
– Red Bull
– Pimp Juice
– Martinis (everything-tinis)
– – –
IN THE FUTURE
What’s next for the decade? Amanda Freeman of Intelligence Group predicts we’ll see even more customized products made just for us–apparel that adapts to our temperature, shoes that mold to our feet, more products marketed directly to us rather than to the masses.
She also predicts newer trends–reggaeton, podcasting–will grow, as will our home-entertainment capabilities.
VH1’s Karla Hildago calls future music and fashion trends “wild cards.” Fads come and go so quickly, and it’s hard to predict what we’ll be listening to or wearing in 2008 or 2009.
WHAT’S IN A NAME?
We’re six years into this decade, but we still haven’t decided what to call it.
The years from 2000 to 2009 don’t easily lend themselves to a nickname like the ’80s or the ’90s. Do we use The Millennium? The Under 10s? The Ohs? The Zeros? Or the old-fashioned Aughts?
Karla Hidalgo, an executive producer at VH1 who’s done “I Love the ’80s” and other decade shows, says she’d call a show about this decade “I Love the Aughts.” The other choices, like the Zeros, just don’t sound right, she says.
What would you call the decade? Send your ideas to ritaredeye@tribune.com and include your full name, age and neighborhood.
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KMASTERSON@TRIBUNE.COM
