This week I discovered a new expression, a new app, and that 90s fashion is back (!), all in one article, which led me to another, and to another. This is the one I believe summarizes all you need to know best:
https://www.nytimes.com/2019/08/30/style/vsco-girls.html?searchResultPosition=1
VSCO is a new app, similar to Instagram, but with more editing features that Gen Z's use (from wikipedia: Generation Z (often abbreviated as Gen Z) is the demographic cohort after the Millennials. Demographers and researchers typically use the mid-1990s to early-2000s as starting birth years). There are no likes in VSCO or stats.
Women in their teens that use the app have started calling themselves VSCO girls and have a particular look that reminds me closely of the 90s:
-shell necklaces and bracelets
-checkered vans
-scrunchies
-oversized tshirts
Some brands associated with this new look are Vans, Birkenstocks, Fjällräven, Crocs. This asthetic is not as new as the article suggests, I've lived it!
What's new is how these brands are reacting to their unrequited attention. They will likely have to learn first (like me) what VSCO is and how to use it.
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