The True Story Behind Gossip Girl’s New 2021 Style

In the first episode of the Gossip Girl reboot, one character denigrates another with the put down, ‘She has a headband on,’ – an insult that encapsulates just how far-removed their world is from Blair Waldorf ’s. This time around, the perma blow-dries have been replaced by buzz cuts; knee-high socks with cowboy boots. In fact, apart from returning costume designer Eric Daman – not to mention the caramel-smooth voice of Kristen Bell, who reprises her role as Gossip Girl (or ‘GG’) – this is an entirely new breed of private school prep.

‘They dress to reflect their views and are not defined or restrained by old world values and traditions,’ says Daman of the new aesthetic. ‘They make individualistic choices that are idiosyncratic as opposed to fitting in.’ It’s these choices – Balenciaga’s pumped- up sneakers over ballet flats, for example – that reflect how much has changed since the original days of Constance Billard St Jude’s, where a blog (remember those?) once ruled the school – and which the new teachers, disenfranchised and in desperate need of a power move, decide to resurrect on Instagram.

With Black Lives Matter, TikTok, #MeToo and cancel culture all arriving after the original show wrapped in 2012, diversity and gender fluidity have finally become part of the new Gossip Girl conversation. Take Aki Menzies’ cherry blossom pink hair, or the tantalisingly see-through lace shirt on Max Wolfe. ‘Max identifies as male and pansexual,’ says Daman. ‘Being able to dress him in a “women’s” blouse, and look sexy AF, expands on the dialogue of what gender norms are and how we can have that conversation through clothing. If I’d put a women’s blouse on Chuck Bass, it would have been a joke.’

And that’s another thing. These Gen-Zers might still worship the designer labels their privilege affords them – Julien Calloway carries a Louis Vuitton Capucines, a status symbol costing upwards of £3,000, for her first day back at school – but vintage clothing and streetwear now get equal billing. ‘These kids love to be mindful of their impact on the environment, but also love a one-of-a-kind piece that is unique to them and comes with a heritage story,’ says Daman, whose moodboard references ’90s supermodels and early ’00s MTV Video Music Awards, as well as Destiny's Child, J-Lo, Aaliyah, Rihanna, En Vogue and Clueless.

Julien’s customised uniform is Cher Horowitz meets Bella Hadid, another key reference for Daman, mixing pinstriped school blazers with leather belt-bags for a vibe that’s entirely cheugy-free. Savannah Smith’s character, Monet de Haan, has a look based on a ’90s Naomi Campbell. ‘Monet is very consistent with her style. She wears Chanel, a lot of accessories, miniskirts, giant heels,’ says Smith.

‘All these kids have a nonchalance to their style that feels effortless but is totally thought out and very expensive,’ says Daman, who showcased rising-star designers (like Christopher John Rogers, LaQuan Smith, Telfar) alongside the established power brands (Dior, Gucci, Saint Laurent).

Items sell out as soon as they hit Instagram, according to Daman, where @gossipgirlstyleguide has diligently been documenting everything worn. As the girls tell Zoya Lott, Julien’s half-sister, at her first Dumbo House party, ‘Look your best because you will be watched.’ With the first six episodes dropping today on BBC iPlayer, it promises to be a different (yet equally drama-filled) ride.