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Preppy girls appropriated the VSCO style during the early to mid 2020s, although their style had very little in connection with the original definition of preppy. [311] [312] Lulu Lemon and Zara clothes are essentials for achieving this look. Brands such as Brandy Melville, Nike and H&M were also popular.
The early to mid-2000s saw a rise in the consumption of fast fashion: affordable off-the-peg high street clothing based on the latest high fashion designs. With its low-cost appeal driven by trends straight off the runway, fast fashion was a significant factor in the fashion industry's growth.