Retrospective Chic: The Reverse Cultural Impact of 2000s Fashion in Mean Girls (2004)

This study examines how fashion in Mean Girls (2004) functions not only as visual style but as a cultural device for constructing identity and memory. While the film is often viewed as a satirical portrayal of high school life, its fashion choices reflect deeper narratives about social power and generational belonging. The research draws on George Lipsitz’s theory of cultural memory and Robert Escarpit’s sociological approach to literature to analyze how Y2K fashion encodes both personal transformation and collective nostalgia. Using qualitative visual-textual analysis, the study explores costume, character development, and symbolic motifs within the film. Findings reveal that fashion is a narrative tool through which characters negotiate power, belonging, and individuality. Regina George’s control over appearance signifies dominance, while Cady Heron’s shifting wardrobe illustrates assimilation, conflict, and self-discovery. This research contributes to the growing field of cultural fashion studies by positioning Mean Girls as a cultural text that archives the emotional and aesthetic language of its era. Unlike prior studies focused on fashion trends or branding, this study foregrounds fashion’s role within narrative cinema as a memory practice and social commentary.