#Why is tiktok advertising vsco app skin

Its lighthearted, easygoing approach is the perfect companion to summer dreaming and exotic getaways, even for those only able to reenact the fantasy from the comfort of their own home with store-bought items.Д®-girls (the e is short for electronic) fuse goth, punk, and cyberculture with a kawaii twist. #coconutgirlaesthetic has 5.9 million TikTok views. The coconut girl aesthetic has been coined the new VSCO girl of the summer-a medley of tanned skin, blonde hair, glitter tattoos, hibiscus prints, and froyo, underpinned by Y2K nostalgia.

#Why is tiktok advertising vsco app skin

They dress in tube tops, puka shell necklaces, Vans or Birkenstocks, scrunchies, plus don dewy skin and beachy waves to emulate their ocean-side living. Named after the photo editing app, their online lives are a perfectly curated selection of images.

On the far more lighthearted end of the spectrum, the most recent hyped subculture are VSCO girls: athleisure-wearing, '90s-fashion-adoring, eco-friendly young women that emerged in 2019, exploring the world with Fujifilm camera and Hydroflask in hand. Visually speaking, emo expressed itself in a fusing of punk and gothic elements: black hoodies, neon pops of color, striped prints, choppy layered haircuts with dramatic side bangs, and studded accessories. needn't be a sign of weakness, but rather authenticity. And while the term was used in a derogatory sense in recent years, the openness of younger generations in talking about their inner worlds meant that the expression of melancholy & co. The reflective and retrospective nature of a society forced into lockdown proved the breeding ground for emo to gain a new audience and traction. For example, the resurgence of 2000's emo reignited by Gen Z (#emophase has more than 766.8MM views) occurred in tandem with a rise in discussions around mental health and emotional vulnerability, and the release of new music material by original proponents like Hayley Williams, Fall Out Boy, and My Chemical Romance. Some are more aesthetically-driven, while others are grounded in musical (goth, punk) or activity-focused subcultures (gaming). By giving everyone the same level of access to these subcultures via hashtags and the digital sphere, these movements have become even more inclusive than in decades past. There is no singular dominating trend, but rather an ebb and flow of flourishing movements depending on the audienceвЂ™s personal tastes. For the C-Suite, it may be a dizzyingly fast turnaround for savvy trend analysts, it's an exciting frontier of unknown futures and proportions, one in which the TikTok algorithm is the ultimate decider, hence the importance of hashtagging accordingly and choosing your collaborators wisely.

Akin to a globe in constant rotation, many subcultures birth other sub-categories, which in-turn fuse with a different genre to create a new, hybrid aesthetic. As we see consumers continue to engage religiously in digital entertainment, beauty has followed suit and embedded itself into these platforms, apps and digital spaces,вЂќ explains senior creative researcher at strategic foresight consultancy, The Future Laboratory, Livvy Houghton.ДЄs highlighted in Kristin Bateman's article вЂњThe 10 TikTok Subcultures Shaping Fashion Right Now,вЂќ pandemic isolation fueled self-expression on the medium, leading to the rise of subcultures such as Dark Academia (Ivy League and Harry Potter-inspired proponents of literary classics and preppy fashions of the 1930s and 1950s who romanticize learning and secret societies), Witchtok (an incredibly diverse and modernized take on witchcraft and magick, blending it with wellness and self-care practices), and Goblincore (described as the 'feral side of fairtyales', it's a celebration of nature, mushrooms, and individualism regardless of gender ). ItвЂ™s hugely impacted by the communities and sub-cultures that surround it. And with the beauty content category garnering over 21.8 billion views, it is also a massive platform for brands that are able to speak to this audience correctly. Gen Z have spent time, energy and money embodying aesthetics that connect them to others and forging digital kinships based on shared interests and goals,' explains WGSN strategist, Cassandra Napoli. They are opportunities to role play and escape into different lifestyles that offer a sense of comfort.

'Gen Z treats aesthetics as more than fleeting fashion trends. TikTok trends may often seem like a flash in the pan given the quick turnaround of the medium, but they do offer an untapped lens into the inner workings of Gen Z aesthetics.