If you’ve noticed that your tween or teen girl has been regularly wearing a uniform of oversized T-shirts, Birkenstock sandals, shell necklaces and messy buns held in place with scrunchies, she may be ...

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 ...

Okay, so you’ve probably been hearing about VSCO girls — and wondering what this means and if you need to start using the term in everyday conversations. Truth: I had heard about it a few times, knew ...

If 2019 was the Year of the Pig in the Chinese Zodiac, it was also the Year of the VSCO Girl in U.S. retail. The first subset of Gen Z to demonstrate its spending power, the VSCO girl trend is giving ...

When I first heard the phrase “VSCO girl” from a neighbor over the summer, I had to ask her to repeat it several times, then insisted she spell it out because I simply didn’t understand what the heck ...

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 ...

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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