Because the Internet – Y2K Fashion Shoot

Inspired by the early internet, the style of the 2000s, and Japanese fashion and media this fashion photoshoot serves as a tribute to the weird and wonderful world of the online.

As humans we have a hopeful fixation on the future and what it will bring. From the 60’s retro-futurism to cyberpunk, to the 2000s internet-influenced vision of what was to come, this shoot aims to look back fondly on another time’s vision of now. Read on to relive this fun, poppy, and a little bit weird aesthetic.







Inspired by the semi-formal world of Japanese streetwear, I wanted this look to be a sort of oversized uniform, composed of similar pieces to an office outfit, with black trousers, boots and a jacket with a white shirt but with a Y2K-inspired twist.

The jacket is from Allsaints, the trousers are vintage, the boots are New Rock, the shirt is from H&M and the tie is from Next with Razor x Hello Kitty headphones and various jewellery from Depop and Vinted added for an extra touch.



Straying a little bit edgier, I was inspired by 2000s alternative bands like Gojira for this look and wanted to emulate the kind of outfit people might wear to see those sorts of bands live, staying comfy with oversized black shorts and a hoodie with the same boots as the previous look.

The hoodie is from H&M, the shirt is from the Barbican store in London, the shorts are from Entire Studios and the boots are from New Rock again, the outfit also features a black choker from Depop and the same mixed jewellery as before.


Recently a lot of music artists have taken inspiration from the same style as I was inspired by for this shoot, my favourite of these being Bladee, who also has an eccentric dress sense. I wanted to pay tribute to this by making a similar style of outfit to some of the ones worn in his music videos, as well as the same hairstyle used in his fashion shoot for his Marc Jacobs collaboration.

The top is H&M, the trousers are Entire Studios, the boots are Moon Boots and the jewellery is from Etsy.


A lot of 2000s and late 90s sci-fi movies I watched when I was young are quite gothic, so I wanted to pay tribute to those with this all-black look. I wanted a slim black silhouette like in those films but with more wearable pieces than the traditional leather ensemble often seen on screen.

The shirt is from Rick Owens with Weekday jeans, New Rock boots and jewellery from Depop and Vinted to contrast the black with some silver.



  • Hair and Makeup – Rainy Teale
  • Location – University of Sunderland Priestman Studio
  • Model – Will Pollock
  • Styling – Will Pollock
  • Photography – Rainy Teale

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