Piter Principi ⋅ Dec 23, 2024

THE VSCO GIRL PHENOMENON: A CULTURAL TREND EXPLAINED

In recent years, social media has given rise to a wide array of micro-trends and subcultures, each with its unique set of aesthetic guidelines, language quirks, and behavioral traits. One such internet-driven phenomenon that took center stage, particularly around 2019 and 2020, is the so-called “VSCO girl.” The label itself is derived from the photo-editing and sharing application VSCO (Visual Supply Company), which is known for its minimalist interface and curated approach to photography. But being a “VSCO girl” is about far more than simply using an app; it encompasses a whole lifestyle, fashion sense, and worldview.

WHO?

The term “VSCO girl” generally refers to teenage girls and young women, predominantly from Generation Z, who embrace a specific aesthetic that combines casual comfort with an undercurrent of eco-consciousness. Although it started primarily within North American circles—mostly in the United States—its influence quickly spread worldwide through platforms such as TikTok, Instagram, and of course, VSCO itself.

VSCO girls are often characterized by their laid-back demeanor, love for nostalgic or retro-themed items, and an interest in advocating for environmental causes—even if at times it feels more performative than fully active. Because social media is a primary vehicle for shaping identities and personal style, the VSCO girl aesthetic reaches many teens who feel inspired by peers wearing oversized T-shirts, using reusable straws, and clutching Hydro Flask water bottles.

People from the outside sometimes view VSCO girls as a homogenous group, but in reality, they hail from diverse backgrounds and have varying levels of commitment to the trend’s ecological ideals. Some members of this subculture are deeply invested in sustainable practices; others see it more as an aesthetic choice, complete with the now-famous “sksksk” and “and I oop” catchphrases. Ultimately, anyone with access to social media, an affinity for pastel color palettes, and an inclination for advocating certain environmental or personal values can tap into the VSCO girl vibe.

WHAT?

At its core, the VSCO girl aesthetic is a blend of comfort, social-media savvy, and environmental awareness. There is a quintessential “uniform” that many girls adopt to identify with the trend. Key fashion staples include:

1. Oversized T-Shirts and Sweatshirts: Often paired with short running shorts—commonly from brands like Nike or Lululemon—these shirts create an effortlessly relaxed, almost beachy look.

2. Scrunchies: Usually worn around the wrist (and sometimes in the hair), these fabric hair ties serve as both a playful accessory and a nostalgic nod to 1990s pop culture.

3. Hydro Flask Water Bottles: Emblematic of the VSCO girl’s environmentalism, the Hydro Flask became a near-obligatory accessory, heavily decorated with stickers that often reflect personal interests or quirky slogans.

4. Metal Straws: Another pointer to the group’s eco-conscious bent, metal or silicone straws are carried around in an effort to reduce single-use plastic consumption.

5. Birkenstocks or Crocs: Comfortable footwear that fits the overall casual aesthetic.

6. Pura Vida Bracelets: Stacks of colorful bracelets that highlight beach-inspired styles and philanthropic ties, as some brand proceeds go to charitable causes.

Along with these physical items, VSCO girls often adopt certain mannerisms and expressions. The repeated phrase “sksksk” is less a meaningful word and more a sound effect used in texting or video captions to fill spaces with comedic flair, while “and I oop” has origins in internet meme culture, often signifying a playful reaction to a minor mishap or surprise. Collectively, these accessories, sounds, and references form a light-hearted, easily recognizable aesthetic that merges digital culture with offline style cues.

WHEN?

While the VSCO app was launched in 2011 as a professional-grade photo-editing tool, it gained major traction in the mid-2010s among teenagers who prized the platform’s more artistic and less commercial feel compared to Instagram. The actual archetype of the VSCO girl, however, emerged around 2018 and 2019, when TikTok creators began popularizing and parodying the style. This coincided with the broader cultural shift toward “soft” aesthetics, minimalism in photo editing, and ironically nostalgic references to 1990s pop culture.

By the end of 2019, VSCO girls were so prevalent online that mainstream media outlets like The New York Times and CNN began producing stories on the trend, examining its roots and why Gen Z found it so appealing. As the phenomenon spread, so did various offshoot memes, parody videos, and comedic sketches that either embraced or poked fun at the lifestyle. This wave of cultural momentum ensured that “VSCO girl” became one of the more notable internet terms of that year, carving out a space in popular discourse well beyond the confines of TikTok and VSCO.

WHERE?

It is impossible to disentangle the VSCO girl aesthetic from social media, especially from TikTok and the VSCO app itself. VSCO started as a platform for photographers seeking high-quality editing tools and a curated social feed. Over time, it became a refuge for users who disliked Instagram’s competitive, “likes”-driven format. VSCO offered an ad-free experience where users could focus more on aesthetic expression than on influencer-style engagement metrics.

This nurturing environment made it easy for a new aesthetic to flourish. Because VSCO is oriented around certain understated color palettes and minimalistic design, the style that sprang up in tandem—cozy, pastel, beachy—synced well with the app’s vibe. Teens who spent time there forged a community of sorts, amplifying the aesthetic through their choice of outfit-of-the-day posts and mood boards. Eventually, as TikTok exploded in popularity, these users used a more public, algorithm-driven platform to share short videos that showcased their “VSCO girl” routines, outfits, and characteristic humor. Once viral content creators caught on and began parodying or promoting the trend, the VSCO girl label spilled over into mainstream awareness.

Beyond social media, the physical “where” can also be tied to coastal or beach-town imagery, even if the participant lives nowhere near the ocean. The style plays off summer-camp nostalgia, natural, sunlit photography, and a general sense of carefree youth. Whether someone lives in a landlocked state or a bustling city, the “where” is more about the mental or aspirational place represented by the ocean breeze, the wave stickers on a Hydro Flask, and easy-breezy pastel T-shirts.

WHY?

The VSCO girl phenomenon can be traced to several intersecting cultural trends and motivations:

1. Nostalgia and Comfort: Many Gen Z and late-millennial individuals are drawn to throwback styles and past eras, especially the 1990s. Scrunchies, oversize tees, and even Crocs evoke childhood memories. The aesthetic also prioritizes comfort, aligning with a broader shift toward casual wardrobes among younger demographics.

2. Eco-Consciousness: Environmental awareness is a hallmark of Gen Z culture. The emphasis on reusable straws and recyclable materials reflects a genuine desire among many teens to do their part in combating climate change. Even if these gestures are small—and occasionally criticized for being performative— they highlight a growing concern about sustainability.

3. Social Media Virality: TikTok and other platforms reward easily mimicked content. The VSCO girl style, with distinct accessories and a recognizable vocabulary, is ripe for parodies, tutorials, and comedic sketches. This makes it highly shareable, fueling a rapid expansion of the trend.

4. An Inclusive or “Accessible” Aesthetic: Compared to some high-fashion or high-cost trends, VSCO girl style can be relatively budget-friendly. Scrunchies and stickers are inexpensive, and while brand-name accessories like a Hydro Flask can be pricey, the overall look is simpler to replicate than, say, designer streetwear.

5. Community and Belonging: The repetitive jokes (“sksksk”) and signature phrases (“and I oop”) function as codes that bond followers together, creating a sense of shared identity. Especially during teenage years, belonging to a recognizable group can be compelling.

The combination of these factors led to the style being both easily mocked and widely embraced. Internet culture thrives on inside jokes, and the VSCO girl phenomenon walked the line between earnest expression (eco-friendly living, comfortable style) and an easily lampooned subculture (the same repeated slang, the ubiquitous Hydro Flask). In the end, its popularity is testament to how the internet transforms niche aesthetics into global phenomena overnight.

EVOLUTION AND CRITICISMS

Although the 5 Ws offer a helpful lens to dissect the VSCO girl phenomenon, there is more to the story. As with any internet trend, critique and evolution come swiftly. Some have pointed out that the movement’s environmental activism may not be as deep-rooted as it appears; it can be seen as an “aesthetic activism,” where carrying a reusable straw is more about visual identity than long-term, systemic change. Others question whether the consumerist aspects—buying new stickers, new water bottles, new T-shirts—undermine the movement’s professed eco-conscious stance.

Moreover, cultural critics argue that the VSCO girl identity can be dismissive or exclusive of individuals who do not have the financial means to purchase the branded items that define the look. The “uniform” sometimes inadvertently sets a high bar for participation, thereby reproducing a form of gatekeeping. Additionally, because the internet moves fast, new trends constantly arise. E-girls and cottagecore enthusiasts, for instance, represent other Gen Z-driven aesthetics that compete with or even overshadow the VSCO style.

Despite all that, many participants see VSCO girl culture as harmless fun. It’s an expression of youth, a community built around humor and shared values, and a stepping stone into broader conversations about sustainability and empowerment. As time goes on, some elements of the VSCO girl aesthetic will likely survive—scrunchies and water bottles may never fully go away—and others will fade as fresh styles and platforms emerge.

FUTURE OF THE VSCO GIRL PHENOMENON

As with any internet-driven trend, the future of the VSCO girl aesthetic depends on how adaptable it is to changing tastes and technologies. Since VSCO itself remains a popular app for photo editing, it is unlikely that the cultural imprint of VSCO girls will vanish overnight. What might change is the way the aesthetic presents itself. The style could blend with more recent cottagecore or Y2K trends, adopt more inclusive language around sustainability, or morph into a new iteration altogether.

We live in an era where micro-trends arise, go viral, and then dissolve into broader cultural currents at breakneck speed. It’s entirely possible that in a few years, “VSCO girl” references will be treated like a fond, almost quaint memory of late-2010s internet culture—much like Tumblr-specific aesthetics from earlier in the decade. Still, for those who wore their oversized T-shirts, carried their Hydro Flasks, and posted ironically filtered photos while exclaiming “sksksk,” it will remain a defining subcultural moment of their youth.

CONCLUSION

By examining the Who, What, When, Where, and Why behind the VSCO girl phenomenon, we see a nuanced picture of how social media shapes identity, style, and collective consciousness. VSCO girls stand at the intersection of internet humor, eco-conscious gestures, and laid-back fashion, giving us a window into Gen Z’s complex relationship with aesthetics, community, and activism. While the VSCO girl label may wax and wane in popularity, it serves as a clear reminder of how quickly digital trends can emerge and define a cultural moment.

Whether you’re someone who fully embraced the scrunchies and metal straws, a curious observer who watched the hype unfold from the sidelines, or a skeptic who sees it all as another fleeting fad, the VSCO girl era offers key insights into 21st-century youth culture. It also underlines the broader truths of social media: the power of virality, the thirst for niche community belonging, and the perpetual balancing act between authenticity and performance. Sksksk—and that’s a wrap on the VSCO girl phenomenon, at least until the next TikTok-fueled craze takes center stage.

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