Whether from the loneliness of lockdowns, the grief from loss, the burnout from work, the stress from politics or the trauma from racial injustice, citizens in the US have felt the heaviness of cultural chaos for years. There has barely been room for a breath of air, much less for fun. But as society strengthens and rebuilds, consumers are pulsing with pent-up, post-pandemic energy and a positive outlook on the future. They are thirsty for the thrill of nightlife – drinking, dancing and dressing up, and a chance to revel in being alive.
After experiencing some of the most stringent regulations during the pandemic, nightlife events are on the rise, from Los Angeles to New York. This shift is especially prominent among Gen Z and Millennial consumers, and even some Gen Xers are partying hard. Gen Z are eager to look up from their screens and experience all that the world has to offer, making up for the many missed moments and milestones. Members of Gen Z, however, are drinking less than earlier generations, with some even naming them ‘the soberest in history’.
Brands and big shots are helping to bring on the good vibes, including New York’s mayor Eric Adams, who has become known as the Nightlife Mayor, seen partying into the morning alongside celebrities at hotspots like Zero Bond, Aman Club and Casa Cipriani. In New York, in particular, nearly a dozen new, ultra-exclusive clubs opened throughout 2022 with more members-only venues opening soon.
A sub-trend of this social shift is the emergence of club-scene style, encouraging consumers to rescue all of their glamorous, glitzy garments from closet quarantine. Streetwear is replaced by bejewelled bodysuits, skirts and stilettos. The new nightlife dress code is anything but casual. The #nightluxe aesthetic has picked up major traction on TikTok, with the hashtag amassing more than 98m views.
