Hulu’s new show Love Story features Carolynne Bessette and JFK Jr. While Carolynne Bessette was known as a 1990s fashion icon, the show highlights many of JFK Jr’s outfits which have become a hit, taking over social media platforms, sparking a “fashion renaissance,” with younger audiences recreating JFK Jr.’s laid-back, preppy style. The comeback of JFK Jr’s popularity can primarily be attributed to his iconic cap, a look many men have begun to replicate. In major cities, like New York, there are lookalike contests hosted, featuring men who wear these caps. While Bessette was the style guru in the relationship, the conversation has shifted––JFK Jr. core has taken over menswear.
JFK Jr.’s style can be seen as stemming from an effort not to have style at all––an effortless approach that relied on classic staples. He often dressed down traditionally formal pieces, like tailored trousers or a suit and tie, by pairing them with casual elements, most notably a backwards baseball cap, which has become synonymous with JFK Jr. When this look is seen, many automatically think of JFK Jr. wearing this exact accessory. Tik Tok makes it clear that this has been Gen Z’s latest obsession. Feeds and for you pages have become saturated with this new aesthetic with many posts reflecting how men today have embraced such style. The look is appealing because it feels “effortless” and unforced––something modern attempts often struggle to replicate. Men out and about in the West Village of New York City frequent the streets donning backwards caps and his signature newsboy cap, mirroring the same polished-casual look that once defined John F. Kennedy Jr.’s everyday style. This once effortless look has now become a consciously recreated marker of taste and identity among a new generation.
You may be wondering how such an accessory, like a backwards cap, has resurfaced in the fashion world nearly three decades after JFK Jr.’s death. This resurgence is not just stylistic but deeply tied to the broader cultural power of nostalgia, coupled with social media as well. Nostalgia is one of the strongest forces behind this trend and social media has further enforced that. Gen Z is highly nostalgic, even during eras they may not have lived through. 50% of Gen Zers have a longing for past decades, explaining JFK Jr.’s style being a topic of conversation. In a fast-paced, digital world, this longing for the past allows younger generations to channel aesthetics that feel authentic and grounded. Styles by JFK Jr. are not only being remembered, but being reinterpreted. Influencers like Enny Rad posted a video of his outfit, actively dressing like JFK Jr. following the success of the show––captioning his video “POV: You just watched Love Story.”
The revival of the JFK Jr.-style business cap fits into a broader boom in the headwear industry. Name brands like Nike and Adidas have capitalized on the mix of nostalgia and streetwear, controlling about 15% of the global sports headwear market combined. As desire for vintage inspired fashion continues to rise, companies are increasingly producing retro-style caps that reflect the understated, classic look associated with JFK Jr.’s aesthetic. The global hats and caps market itself displays such a demand with projections estimating it will exceed $50 billion by 2035, which is driven in large part by younger consumers drawn to nostalgic styles. 75% of consumers are more likely to purchase items that involve some sort of nostalgic aspect. Memories truly do sell and JFK Jr.’s legacy has been further cemented through his style and seen through brand strategies that tap into this sentiment, turning a once-effortless personal look into a marketable and highly profitable fashion trend.
