It’s the dead zone of Hot Girl Summer, but another label has dominated the feeds, confusing older millennials and Gen Xers who never thought they’d have to see scrunchies and puka shell necklaces ...

The first time I remember becoming conscious of the concept of “basic” was 2019; it was the age of the VSCO girls. You might remember these girls from the halls of your high school, rocking their ...

Sign up for the daily CJR newsletter. If you spend any time on social media, your head can spin at some of the acronyms being thrown around. Especially when you don ...

If you've spent any time on TikTok, you've definitely seen a VSCO girl meme. They're trying to #savetheturtles, love scrunchies, and sksksks their Hydro Flasks are so cute! But what does it REALLY ...

The latest style aspiration for teenagers is the "VSCO girl," an environmentally conscious, carefree young woman who wants nothing more than to hang out at the beach with her friends. But keeping up ...

In 2010, washed-out images of skinny and ethereal white women became the internet’s newest favorite aesthetic. On Tumblr, the platform du jour, there were photos of women, shoeless, in fields of ...

It's 105 degrees outside, and I'm sweating. Yet, I have a very rational fear of taking my Hydro Flask out in public. My hair is slick against my neck, but I refuse to put it up. I cannot be seen ...

We spoke to the brands behind Gen Z’s highly aestheticized (and widely parodied) personal brand. By Becky Hughes The 15-year-old YouTuber Emma Marie’s video “The ultimate VSCO sleepover,” posted in ...

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If you've been noticing teen and tween fashion this year, you've probably spotted Hydro Flask water bottles, scrunchies and Birkenstocks. If you're a true trendspotter, you've like also noticed ...