Casually flicking through Google’s Year in Search 2019, and somewhere between Baby Yoda, Baby Shark and Billy Porter (preach), we notice that the second most Googled question in the USA last year was "What is a VSCO girl?" Isn’t VSCO that app from around four years ago that we all downloaded when Instagram’s Lo-Fi and Valencia filter were officially deemed uncool? The app that is currently lingering on page three of your iPhone interface? The answer is yes, it is. But whilst we’d all moved on, and by ‘we’ we mean millennials using the internet, apparently Gen Z has picked it up and and ran with it. Count this as your VSCO girl guide for dummies.
Influenced by internet trends over those on the catwalk - the VSCO girl is never seen without scrunchies, oversized band T-shirts of bands they can’t name a song of and Pure Vida bracelets (beaded, friendship-style bracelets for those who, like us, had to Google this). Inspired by early noughties fashion and attracted by a lower price point, they fill a large proportion of the Brandy Melville consumer. Oh and as for footwear, see accessorised Crocs and Birkenstocks worn with socks, a trend we can’t say we’re crazy about, TBH.
Primarily made up of a Gen Z, for all good reasons VSCO girls are a tribe of eco-warriors, making them incredibly loyal to companies who, like them, are on a quest to save the planet. You’ll never see them without an Fjallraven backpack, which will undoubtedly be carrying their Hydro Flask and a metal straw (just in case). Hippies at heart, the VSCO girl prefers a no-make-up-make-up look, meaning Glossier’s accessible price point, approach to sustainability and Insta-friendly packaging makes them a favourite, as well as philanthropic brands like Pura Vida, who proudly provide jobs to artisans in Costa Rica.
TikTok through and through, with a side of Instagram and a dashing of Snap.
To be clear, VSCO girls are separate to e-boys and e-girls; another highly ranked search on Google’s list. Whilst they both may shop in Urban Outfitters, there are some fundamental differences - for example, where VSCO girls channel a natural hippie style, e-girls sway more towards the emo, cyber-punk, Harajuku kind of get-up. Think coloured hair, exaggerated winged eyeliner, a couple of face piercings and maybe throw in a bit of face paint for good measure. If you’re still unsure - influencers such as Emma Chamberlain and Amanda Pavillard are pioneering the VSCO girl trend from their bedroom as we speak.