One thing about Haim is — they’ve always been cool. But in a very nonchalant way, which is arguably the coolest kind of cool? Their unaffectedness is made even more delightful by the fact that they’re kind of working against the odds. Three sisters in a band together has the potential to err on the side of daggy or gimmicky — not looking at anyone in particular…Jonas Brothers — but Haim has managed to toe the line in a very singular, very clever, very in-on-the-joke way. That’s cool.
The girls are currently promoting their latest album and tour, both titled ‘I Quit’ (which, honestly, same) and have taken their cues from the icons of yesteryear, coupled with a hefty dose of 2000s-nostalgia and Tumblr-isms across their public appearances and album artwork. Doubling down on the Y2K of it all, Haim have recreated some of the early-2000s’ most memorable paparazzi shots, dropping them whenever they’ve dropped a new single. There was Kate Moss in a striped sweater leaning against a van to promote “Everybody’s trying to figure me out.” Nicole Kidman passionately singing in the street when they released “Relationships.” Scarlett Johansson and Jared Leto’s deeply awkward PDA moment for “Don’t be wrong.” It’s a tongue-in-cheek approach that feels fresh and fun, and even though the collective obsession with the Y2K-era (thankfully) dissipated a year or so ago, something about their campaign almost makes me happy to see it back?
Even when they’re not recreating paparazzi shots, the sisters have leaned into the feels-so-wrong-it-must-be-right-ness of Y2K dressing in a way that’s not necessarily desirable, but is rather delightful. In one carousel posted to their Instagram, Danielle wears a baby tee emblazoned with the words “Let it rock” beneath a fitted tan leather jacket. In another, Alana poses in knee-grazing slip shorts and little oval sunglasses. And the low rise jeans? Oh, they’re present too. There are skinny scarves and halter tops and slinky dresses and it’s all making me wonder why I ever denounced Y2K dressing in the first place! Before I remember that actually, the Haim sisters can make anything look good, and sometimes, trends are better observed than adopted.
Alas, as one of the industry’s most consistent and quietly successful female bands, it does feel like Haim might be on the precipice of their most buzzy album yet. And if not, at least they’ve been damn well dressed for its rollout.
