Logos Lose Their Power on the New ‘Gossip Girl’

Contrasting the fashions from the original series tells a much bigger story about trends overall.

Even after the beloved teen drama series “Gossip Girl” ended in 2012, viewers couldn’t stop talking about the fashion. And now the show is back, with a Gen Z update. The reboot, which had its premiere on July 8 on HBO Max, takes place in the same world of wealthy Upper East Side elite as the original, but this time it’s barely recognizable as the same place. The show is significantly more diverse. The high school clique of the original show was mostly white and straight. Now there are several characters of color and plotlines that revolve around explorations of sexuality. The clothes the characters wear — maximalist sneakers, vintage purses, tote bags that promote their values — reflect a more intersectional worldview. “Are those last season’s Tory Burch flats?” an incredulous Blair Waldorf asks a fellow student in Season 2 of the original show.