'Ultra Beauty' Is Back—How McQueen's 1990s Trend Took Over 2024

'Ultra Beauty' Is Back—How McQueen's 1990s Trend Took Over 2024

A diagram of the back of a woman's torso with muscles highlighted in red against a white background.

'Ultra Beauty' Is Back—How McQueen's 1990s Trend Took Over 2024

Fashion has officially declared 2024 the 'Year of the Crack'. American Vogue's announcement marks a shift in trends, placing the spotlight firmly on visible butt cleavage. This bold move traces back over three decades to Alexander McQueen's groundbreaking 'ulta beauty' trousers, which first exposed the top of the buttocks in the 1990s.

The trend began when McQueen introduced the 'ulta beauty' in the early 1990s. His design moved attention away from traditional cleavage, instead framing the lower back and upper buttocks as a focal point. Decades later, the 2YK trend revived ultra-low waistlines, pushing the style back into mainstream fashion.

Kim Kardashian's influence has played a key role in popularising sculpted backside aesthetics. Her surgically enhanced curves set a benchmark, while fashion nova fitness culture now emphasises glute-focused workouts for both men and women. Supplements like creatine even promise to boost muscle growth in the area.

Designers are embracing the trend with fresh takes on McQueen's original concept. Seán McGirr, the brand's new creative director, has reworked the ultra beauty for the current season. Marie Adam-Leenaerdt also unveiled a new version for Spring/Summer 2026, proving the style's lasting appeal. Celebrities like Teyana Taylor, Hailey Bieber, and Amelia Gray have already been spotted in daring outfits that highlight the lower back and buttocks.

The trend's acceptance varies by setting. Red carpets and fashion runways welcome the look, while everyday wear remains more controversial. Yet, its growing popularity spans body types, suggesting a broader cultural shift rather than a narrow beauty standard.

The ultra beauty's return signals a major moment in fashion, with designers and celebrities alike championing the exposed backside. From McQueen's 1990s innovation to today's gym routines and runway looks, the trend reflects changing ideals of beauty and confidence. Its staying power will likely depend on how society balances boldness with context.

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