“I would see these girls that are on hikes and very ethereal and whatever. Sadeghian felt a similar sentiment when working on the branding for 4AM. And she’s like, ‘This is my morning routine,’ and then just pouring the water over lemons. “I just sent a post to one of my girlfriends the other day of one of these videos where it’s super gorgeous, and it’s this girl journaling. She considers herself to be the “anti”-that girl.
The Established, which was part of the Glossier Grant program, has embraced what Iman described as a “moody” and “sensual” aesthetic, with night-time images and drinks shown on the brand’s Instagram and on her personal feed. And actually, I don’t feel bad that my routine doesn’t look like this,’” she said. “That trend is going to die, because everyone’s doing it and we’re starting to be like, ‘OK, wait, this is not what my routine looks like.
The “that girl” trend is “going to end really quickly,” predicted Essence Iman, the founder of body-care brand The Established. And it’s all about going out and looking good going out.” “There’s this new person who doesn’t care about wellness, but does put time and effort into how they look. You have people rebelling against it,” said Yarden Horwitz, co-founder of Spate. “For every trend, you have a counter-trend. Data from trend forecaster Spate shows that Google searches for “that girl aesthetic” have grown by 65% in the past year, with steady growth over the past three years as wellness culture has defined the Instagram influencer aesthetic. wakeup, journaling, meditation, yoga, green juice, healthy food and an elaborate skin-care routine. The latter centers on girls posting their ultra-disciplined morning routines featuring a 5 a.m. “Night luxe” is a stark contrast to the “that girl” trend that has taken over TikTok and Instagram Reels. And instead of yoga or soothing spa treatments, pictures feature partying, alcohol and even smoking. Rather than bright pastels and soft colors, the imagery and product packaging is dark and moody. Launched in July 2021 as people were reemerging into life from the pandemic, 4AM’s feed differs dramatically from that of your typical skin-care brand. “Everyone’s seeing these blurry photos with the girl and the chandelier and the martini.” “Everyone’s pulling down the exposure” on their Instagram and TikTok content, she said, replacing daytime beach shots with dark nighttime imagery. “It’s almost this 1920s vibe coming back,” said Sabrina Sadeghian, the 24-year-old co-founder of 4AM Skin, a skin-care startup that’s all about providing a minimalist routine for people who party until the time in the brand name.
The food is decadent, harkening back to an era before people cared about calories and cholesterol. The dresses are silky or sparkly, and always short. Mach & Mach heels - especially the black ones with the rhinestones - are often the footwear of choice. For fashion, Prada’s satin crystal mini bags reign supreme, with other bedazzled options by brands such as Cult Gaia also in the mix. (The hashtag #darkluxuryaesthetic is a less common name for it, receiving 5.6 million views.) Photo posts and Reels and TikTok slideshows feature shots of glamorous bars, restaurants and cocktails - namely, martinis (both traditional and espresso varieties) or champagne in coupe glasses. The most popular term for it appears to be “#nightluxe,” which currently has 16 million views on TikTok. It hasn’t been given a well-defined name in the broader zeitgeist yet, but you know it when you see it. Case in point: the rise of a trend that serves as the antithesis to the wellness-focused green juice girl that has dominated Instagram for years. As people search for evidence of this shift, social media aesthetics may be a key source.
VIBE AESTHETIC HOW TO
That’s culminated most recently in the fervor over how to define a cultural “ vibe shift ” that many people feel is taking place, but can’t quite pinpoint exactly how. From the first glimmers of hope that a vaccine would bring pandemic normalcy, there has long been speculation about when a new “roaring 20s”-style era of indulgence would be upon us.
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