Remember when New York Fashion Week was held under a tent in Bryant Park, right behind the New York Public Library? The tent was home to the shows from 1994 to 2009 and gave us unforgettable moments like Paris Hilton coordinating with her dog and Patricia Field rolling up in a pedicab. Now, with Fashion Week upon us yet again, Bazaar is looking back on that period of sartorial history with the help of Serena Morris, the creative force behind She’s Underrated, a media brand highlighting women (mainly of color) from the ’90s and early aughts who deserve more space in our collective contemporary consciousness.
A lover of vintage fashion and retro aesthetics, Morris launched She’s Underrated as a way to spotlight unique identities who pushed the envelope and who continue to inspire her today. There’s a vintage sensibility across the entire brand. (Just take a look at her website font, which is right out of 1999.) Morris even sells mixtapes and says she hopes we get back to collecting and swapping CDs with friends instead of simply streaming on Spotify.
At the center of her brand is community. Morris wants to unite people through a time that brings them a sense of self, and she uses her platform to not only highlight icons and figures of the recent past, but to also provide the best tips and tricks for finding designer clothing for cheap and adding some of that Y2K sparkle to your life.
Below, Morris dives deeper into why the Y2K era means so much to her and how she hopes to continue building her brand.
There’s clearly a vintage sensibility in your brand, but also in your personal style, which harkens back to the Y2K years and the early 2000s. What era would you say influences your style the most?
I definitely dress and shop emotionally. Finding pieces that connect back to what made me excited about fashion and pop culture growing up is my guiding light. I’ve always thought about how I want to show up in the world as a woman through fashion—and like all of us, I looked to the women in music I listened to, watched on film and in TV, or read about in magazines as sources of inspiration.
That is something I will never let go of. I know the ’90s, Y2K, and the early 2000s are buzzy and hyped eras right now, but I think it’s mainly because so many of us who grew up during that time period found so much sense of self from all the things we consumed and connected with. It sounds kind of corny, but I think, in a way, that wearing vintage and honoring those developmental years of yourself is healing—at least for me.
What’s one vintage trend that you’re dying to see come back? What’s one trend that you think is overrated, and can stay in the past?
In my fantasy world, we’re all going to start buying and listening to CDs on CD players again and then call each other on house phones and leave voicemails to talk about them. I know those aren’t trends, but I really do miss retro tech items, especially ones that had unique and interesting designs.
I don’t really think anything trend-wise is overrated—especially if it makes someone excited to express themselves. We make the trends, the trends don’t make us! I think it’s important to show up in the world however you want to.
As a superfan of Sex and the City, have you been revisiting any of the looks/trends from the show as it celebrates its 25th anniversary?
I will revisit the looks from that show until my last day on earth. The inspiration is never-ending—not just from the leading ladies, but the women guest-appearing, in the background, etcetera. It’s constant. I’m obsessed.
One of my favorite things about being a fan and rewatching the show is the opportunity to revisit with a different lens from wherever you are in life. As we each evolve, grow, and learn more in our own personal journeys and continue to develop our personal sense of style, it’s interesting to pick up on things that you maybe didn’t connect with the last time you watched. I found myself wearing Carrie's Hamptons board shorts and tube tops all last year, versus the classic Carrie-style slinky dresses that I was obsessed with when I first started getting into the series years ago.
What inspired you to start She’s Underrated? How do you hope it evolves in the future?
I was encouraged by a friend, who I really admire, to form it as a creative outlet. I started posting rare and unique items I found on vintage designer resale sites for fair prices. As someone who values shopping for quality pieces on a budget, I found it empowering—finding hidden gems—and thought sharing might do the same for others.
It felt synergetic to then post about women who could also be considered hidden gems in fashion and hopefully spark joy in others who may find those stories equally valuable and inspiring. They don’t tell you that you can find Manolos for $100 or that there was once a high fashion magazine (Mode) created exclusively for women with curves, but we talk about all of that over here! I want She’s Underrated to continue to grow as a universe that sparks inspiration and ignites fantasy through important moments and figures from the past, while amplifying the voices and work of those of today. Something fun is coming soon!
Your brand highlights women (mostly women of color) who haven’t been given their proper flowers throughout history. But out of all the underrated figures, which ones stick out to you as the most tragically underrated?
It’s hard to pinpoint because we will always be discovering women that have contributed their gifts to the world that haven’t gotten their flowers. It’s frustrating that there are so many stories and experiences that have been swept under the rug for so long. However, I do feel that we live in a time where so many of us are committed to learning, sharing and amplifying those voices, which is really exciting and encouraging. I think that is the best thing about social media.
Every woman or story I learn about that I wasn’t aware of before holds significant value to me. It’s no easy feat making it in any industry as a woman—especially for women of color. So learning about a challenging or triumphant experience from a woman creating or producing something, however “big” or “small,” is like Wow—a win is a win! She ate that.
Thanks to your archival approach, you’ve fostered a truly unique community online. Did you feel like this space was missing from the digital world before you started She’s Underrated?
Not at all, actually! There are so many amazing channels on all social platforms run by really talented people that are doing it incredibly well. Fly and Famous Black Girls, Nygel Sartorial, How to Be an F’ing Lady, Black Femininity TV, Reallifeasliv, Nollybabes, The Vixen Memoirs, Bourgeoisghetto are a few of many that play major roles in digital storytelling and creating conversation surrounding influential figures and iconic moments that are often overlooked or not discussed in mainstream media. I have been a longtime fan of all of them and am always inspired to continue to research and share.
What excites you about the fashion world in its current state, or in the future?
I think it’s really cool that we are now able to discover and amplify the work, creations and talents of so many people all over the world beyond traditional media. Although there’s still a lot of progress to be made, it feels this new generation of talent on the rise is chipping away at the old fuddy-duddy practices of the industry and creating new lanes and rules. It’s exciting to witness.
What designers are you most excited to see during New York Fashion Week?
Looking at the lineup, there are so many designers that I’m not familiar with, which I’m really excited about. American designers have always had a rep of bringing fresh and exciting energy into the fashion circuit. It’s been really fun watching the rise, recognition, and praise of both Willy Chavarria and Diotima. I love when designers take pride in showcasing and educating on their culture and upbringing through their designs, and both brands have done that beautifully. I can’t wait to see what they present this season.
