![]() ![]() It’s almost jarring to take in, considering the overwhelming online push these past years toward individuality and being uniquely yourself. The look is very specific and conforming. The power of brands resonates with consumers because they are forced now to brand themselves.’”Īnd overwhelmingly, the VSCO girl is wanting to look just like other VSCO girls. ‘They’re returning to valuing brands because they appreciate what they stand for, that people recognize them, that they look the same over a certain period of time. ‘The concept of brand is interesting in the social media generation, especially looking at Gen Z, when you think about the fact that they’re totally comfortable with the idea of branding themselves in social media,’ Jacobs said. ![]() “eens are used to ‘branding themselves’ - or showcasing their personality through social media presences - and want to see the same from the brands they wear. This generation of teens seems bent toward embracing consumerism, which is very different from their ‘experience as paramount’ millennial forbears. These girls are in love with brands, in general. They have a certain style (one we’ll get to in a moment) and their own language, as can be expected – though their “sksksksk” catch phrase is mostly just a confusing blur of syllables.īut, most importantly for brands, VSCO girls and their apparently deep-pocketed parents, are in love with very specific things:Īnd they love, love, love telling you all about the brands that help them live their best VSCO girl lives. And they developed a certain style over time – and a following from other girls seeking to emulate the “cool girl not embarrassed to tell you all about it” persona. It started as a trend on Instagram and TikTok, with Gen Z girls using the VSCO photo editing app to create their pics. And it makes most people over 30 feel old. VSCO girls appear to be today’s version of the 80s Valley Girls. Here’s how you can too! The More Things Change. And brands that are using social listening to understand this viral group are cashing in this holiday season. And that applies to every trend – including confusing, generationally segmented trends, like VSCO girls. "This is an easy way to have an aesthetic in your life.Understanding trends is important for marketers, of course. It's fun to do on internet, but I don’t think that’s how people want to go out," Wippich said. "The e-boy and e-girl style is not as implementable because no one wants to walk around like an e-girl and e-boy. Wippich, who works at Brandy Melville, said that she believes part of why the trend is so popular among high school-age girls is because of its accessibility and because there are very few financial and social constraints to the look. Whether you own a scrunchie or not, all are welcome to VSCO and we will continue to provide a safe space where you can share your diverse experiences and points of view," Inouye said in a statement emailed to NBC News. “We love seeing teens come together to express who they are and how they see the world. This aligns with the VSCO app's overall user base, 75 percent of which are under age 25, according to Julie Inouye, VSCO’s vice president of communications. "VSCO girls" tend to be middle and high school age and the trend starts to peter out among college age students and older, according to Wippich.
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