We’ve done the 1970s retro, thrown it back to the 1980s, had a noughties revival, and now, the decade of choice for the fashion set is the 1990s, again.
Blame it on Love Story, the hit Ryan Murphy-produced show for Disney+ based on John F Kennedy jnr and Carolyn Bessette Kennedy’s relationship, but more precisely on the Carolyn style craze and renewed interest in her wardrobe.
The result? A re-emergence of clean-line, tonal, minimalist outfits of vintage Levi’s, oval sunglasses, and black slip dresses everywhere. Carolyn Bessette Kennedy has always been an enduring style icon, featured on Pinterest and moodboards aplenty, but this year, her posthumous style and influence have been referenced more than ever.
So much so that brands including M&S, Uniqlo, Massimo Dutti and Reformation have run their own CBK-coded campaigns, complete with lookalike models and faux-paparazzi shots. The 1990s minimalism she represents feels like a repackaging of quiet luxury that dominated for seasons, but with a hint of nostalgia and a lot more attainability.
The quiet luxury trend was supposedly on its way out, until the resurgence and interest in Love Story had it hurtling back in. (Although the spring 2026 runways tell a different story: loud, bold colour blocking at Versace, clashing primaries at Loewe, and maximalist print layering at Nina Ricci.)
Satin Midi Column Dress, €47, M&S 
Sunglasses, €45, & Other Stories
But it could be argued that minimalism is always in – you only have to look at pared-back stalwarts of The Row, Khaite and Toteme and their spring runways, where they still touted the minimalist message. Bessette, herself, favoured clean-lined designers, including Calvin Klein, Yohji Yamamoto and Prada, but what feels different now is the accessibility.
The Love Story look is less stealth wealth and more a formula that’s easily achieved, and emulated, boosted by the high street, which quickly translated the mood. It’s about effortless simplicity, and because it’s a reduced palette of black, cream, and camel, it’s straightforward to style. It’s a refreshing respite from the bombardment of must-have items and microtrends, to pared-back pieces that naturally work well together. In many ways, it forms the basis for the ultimate modern capsule wardrobe: non-trendy, well-made pieces that are still timeless today.
Trench coat, €179, & Other Stories 
Kick flare jeans, €135, Aligne 
Suiting Midi Skirt, €130, Calvin Klein, Brown Thomas 
Loafers, €79.99, Mango 
Croc belt, €125, Essen
Another way to describe it is functional minimalism: easy-to-wear items and classic pieces worn on rotation. There’s such great versatility to the items. The pieces are made to be worn again and again, as Bessette did, seen in the many paparazzi photos resurfacing of her go-to jeans and black coat, repeating the same items and formulas.
Because of the simplicity, fit is key. The silhouette does the hard work – think straight or kick flare denim jeans, straight pencil skirts and crisp white shirting. Nothing is too oversized, just the right proportions. Accessories are more on the minimal side too, and, importantly, versatile – black loafers, a structured black leather bag or a thin belt.
Lace detail knee-length slip skirt, €40, M&S 
Laminated cotton canvas jacket, €495, Ganni, Brown Thomas 
Leather jacket, €349, H&M
But Bessette’s style wasn’t always fully restrained. She often fused fun, non-sterile pieces with her simple, wear-everywhere items. She added wardrobe twists: statement outerwear like leopard print, snakeskin shoes, printed scarves tied in her hair, and her iconic hairband.
That effortlessness has caught the imagination of shoppers and social media influencers alike. According to Google, searches for Carolyn Bessette Kennedy began to rise in February, just as the show aired, and are still trending globally, with Ireland showing the highest interest.
Type her name into a TikTok search bar, and you’ll see thousands of videos breaking down her style, recreating her looks, and sharing lessons gleaned from analysing Bessette’s style.
The ’90s aesthetic is moving beyond Bessette, too. With influencers eager for the next viral moment, they are leaning into the nostalgia, adding Jennifer Aniston, Gwyneth Paltrow, and Julia Roberts’s wearable, relaxed ’90s wardrobes to their moodboards and videos.
White shirt, €145, With nothing underneath, Arnotts 
Blazer, €115, Aligne 
Sunglasses, €135, Jimmy Fairly 
Silk twill scarf, €175, Staple Wardrobe 
Leather bag, €249, Cos 
Flip flop wedge, €49.99, H&M