VSCO Girls are the New “It” Influencers
Issue 191 | August 19, 2019
What do scrunchies, Birkenstocks, and puka shell necklaces all have in common? Together, they’re the formula for the ultimate “VSCO girl,” a new style / social media persona popularized by influencers and other social media users. The name is derived from VSCO, a photo editing app that provides filters and presets to maximize the aesthetic of an image for social.
VSCO girls are more than just a style / social media persona; they’re a very specific subset of white, upper class Gen Z girls, mostly interested in high end brands. The Internet, in typical Internet fashion, jumped at the chance to create memes and tutorials on what it means to be VSCO girl. These have gone viral on many social platforms, with an emphasis on TikTok, YouTube, and Instagram. In fact, the hashtag #vscogirl on Instagram has now racked up over 1.2 million uses worldwide.
While the VSCO girl is a target for mockery, she’s also a trendsetter. She has the power to revive brands and spread new trends in a similar way that traditional influencers do. Brands should pay close attention to the trends that these VSCO girls are gravitating towards. They just might step in and reposition a brand faster than you can say, “and I oop!” (the VSCO girl catch phrase). If they do, brands should find ways to lean into it and capitalize off the trends. Hear more about this from GLOW’s Jr. Art Director, Natalie Dallenbach here.