mid-to-late 2019

VSCO Girl

Mid-2019 Gen-Z teen tribe — oversized tee, Hydro Flask covered in stickers, scrunchie stack, Birkenstocks and a vague sea-turtle save-the-planet ethos.

Palette: seafoam white khaki soft pink sandy beige ocean blue
Signature garments: oversized graphic tee Nike Pro running shorts Birkenstocks or Crocs Fjällräven Kånken backpack puka shell choker Pura Vida bracelets
Canonical brands: Brandy Melville Birkenstock Fjällräven Hydro Flask Pura Vida

About

VSCO Girl named the late-2019 mainstream teen aesthetic that took its identity from the photo-editing app VSCO and the muted desaturated filter look it gave Instagram. The wardrobe is unisex-leaning beachy: oversized tees or sweatshirts, Nike running shorts, Birkenstocks or Crocs, friendship bracelets stacked to the elbow and the obligatory Hydro Flask covered in conservation stickers. Pura Vida bracelets, shell chokers, scrunchies on the wrist, Carmex in the pocket and a Fjällräven Kånken on the back complete the kit. The trend was inseparable from environmentalism (metal straws, save the turtles) and from a TikTok-era parodic moment that turned the catchphrase 'and I oop' into a nationwide running joke. By 2020 the look was already being eulogised as the most-mocked aesthetic of its year.

Not Soft Girl — VSCO Girl is athletic-beachy and unisex with conservation tropes; Soft Girl is hyperfeminine pastel pink with cutesy y2k makeup.

On platforms

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