Hot Girl Politics: PrettyLittleThing and the Rise of Conservatism as a Lifestyle

By Megan Ybarra | Photos by Kiera Rust |

In early March, fast-fashion consumers and lovers of cheap, skin-tight clubwear were struck by an apocalyptic sight for Instagram Baddies worldwide. PrettyLittleThing (PLT), an online retailer orbiting the greater “BBL Fashion” sphere, went dark on all platforms, returning in the name of “A Legacy in Progress.” 

Bodysuits and cut-outs were replaced with pantsuits and neutral sweater sets, indicating something much more sinister—a canary in the coal mine of women’s image in an increasingly conservative society. 

The brand appeared during Paris Fashion Week with a glamorous party soirée, solidifying this newfound image of luxury… and a part of this rebrand included replacing women of color with thin white models, party makeup and laid hair replaced with “clean girl” looks and minimalistic updos. This shift is more than a rebrand – it signals a larger intermingling of political attitudes and fashion.

Politics and fashion are not a newfound pair: in-trend clothing is an easy way to view the social climate of an era. Think of the feminist and civil-rights movements of the 1960s and 70s, where women’s clothing became a visual signal of tradition breaking and youth-led movements. Now, we’re seeing a swing in the opposite direction—conservative style is in, and serves as a direct peek into the rise of conservatism as so much more than a political stance.

With the rise of “tradwives” and anti-feminist influencers online, there’s a growing pressure for women to shift their aesthetics to something more modest–more traditional. From Ballerina Farm to Nara Smith, algorithms online are flooded with trends promoting a “return” to lifestyles and images that romanticize rural America’s past and traditional feminine representation. This isn’t simple nostalgia and a love for a milkmaid dress and “cottagecore” style: it’s about embracing a domesticated form of womanhood, inherently supporting a view of the less-liberated woman.

The resurgence of conservatism as a lifestyle does more than impact the public image of women – the shift ultimately reaches the individual, female body. We’re witnessing a return to anti-curve body standards, with body-positive movements over the past decade being shut down in favor of ​​skinniness. 

The slim, “sick-girl” ideal of today is something out of an ED-Tumblr nightmare, with health being disregarded for the sake of a thinner body type. The slim-thick body “trend” of the 2010s is quickly traded in for a false support of a “natural” silhouette (only when said silhouette is thin, yet maintains feminine curve, obviously). 

The push to keep women sated and malnourished with weight-loss trends and medications continues beauty standards of the past, prioritizing a thin frame while subtly shaming bold, curvy femininity. The colorism and shift away from the curve of women is yet another way for conservative values to control another aspect of the female form. Keeping women focused on chasing unachievable standards of physique is a sociopolitical tool; in the words of author Kimberly Dark, “A lot of folks have pointed out that an obsessed population is a docile one…it keeps us busy, but it also keeps us spending,” she said.

Speaking of spending, a major trend in both PLT and surrounding circles, “quiet luxury” has made its mark. From mainstream fashion to the Golden Globes, extravagance is being disregarded for minimalistic silhouettes. This is more than the basic ‘recession indicator’ in its alignment with conservative ideals of “classy,” shunning fashion with a bold message.

Another major factor in the PLT rebrand – and greater shift in fashion – is the current economic climate. The cost of living continues to rise, financial pressures seem bleak in their power, and the everyday consumer is more cautious about spending. Cheap, conservative, multi-use clothing items are becoming more accessible—in simple terms, we do not have the need for clubwear or vacation outfits because we cannot afford to go anywhere. Current clothing is focused on an offer of security, timelessness, and comfort, all often paired with traditional gender roles.

As we look for value, us consumers gravitate to multifaceted pieces that create the illusion of financial security. Conservative fashions are seen as more “appropriate,” but also more accessible for the increasingly subdued consumer. “Quiet luxury” and constant advertising for “basics” speaks to the desire for spending on things that feel as if they last, and will survive the trend cycle. 

From PLT’s pivot to modest, plain fashions to the rise of “quiet luxury” and conservative dress on the red carpet, this is more than another trend of the 2020s—it’s a red flag signaling the larger political shifts around us. Clothing sends a message of identity, of values and personal beliefs, and to “standardize” fashion is to allow conservatism seep into every aspect of daily life.