VSCO girl

Crocs with pins

VSCO girls often wear oversized T-shirts, sometimes long enough to cover their shorts. Though VSCO girls are primarily associated with wearing shorts, such as Nike track shorts, some also wear "mom jeans" and include them as part of their style.[4][6]

Shoes popular with VSCO girls include those from the brands Crocs, Birkenstocks, and Vans. Crocs are often decorated with charms. Black and white checkered slip-on Vans are also popular.[7] Many of these styles were popularized by the "ugly shoe trend".[8][9]

Scrunchies are worn in the hair and on the wrists. Wrists are also decorated with Pura Vida bracelets, or similarly handmade friendship bracelets. Puka shell chokers are another popular accessory for VSCO girls.[1]

Hydro Flask water bottles are popular among VSCO girls, often decorated with stickers, commonly referencing sea turtle conservation. These bottles are often paired with reusable straws.[7]

VSCO girls use instant cameras for photography and Fjällräven backpacks to carry their belongings.[10][11]

Makeup and hair are often kept simple for a "natural and light" look. VSCO girl hairstyles has been described as low maintenance, with the girls often wearing a messy bun with a scrunchie[4] or beach waves.[2] Common cosmetics include Burt's Bees and Carmex lip balm,[12][7] blush such as Glossier Cloud Paint,[13] and skin care products such as Mario Badescu's Facial Spray.[7]

Among VSCO girls, the use of the same brand-name products is a major component. Popular brands include Pura Vida, Hydro Flask, Nike, Brandy Melville, Lululemon, Fjällräven and Urban Outfitters.[14][15]

Brands associated with the subculture have yet to report an increase in sales related to the rise of VSCO girls.[14] However, according to Bloomreach, reusable straws, Hydro Flasks, Crocs, and slip-on Vans have all experienced an increase in sales, ranging from 109% to 357% in the last year.[16][17]

There has also been a rise in marketing targeted at VSCO girls.[14] Pura Vida has partnered with Hydro Flask for online giveaways, using products associated with VSCO girls.[18]

VSCO is a photo-editing and social media app, with most of its users under 25.[2] Unlike other forms of social media, VSCO does not display likes, follower counts, or comments.[19] This is because of the company's ethos of taking the pressure out of using social media.[7] As a result, the app is used to post more casual content.[19]

TikTok is a short video social media app that is popular with Gen Z.[1] Content made by its users was instrumental in the rise in popularity of VSCO girls.[3] According to The New York Times, "there are more than 422.4 million videos tagged #vscogirl on TikTok, most of them parodies.”[7] On August 30, a VSCO girl filter was added, which included a water bottle decorated with stickers and a side ponytail with scrunchies.[19]

Instagram is a photo-editing and social media app. Though similar to VSCO, content on the site is carefully curated and more professional.[1] VSCO girls are sometimes identified as an opposition to the heavy make-up and unnatural perfection commonly associated with the app.[13]

YouTube has been used to share videos about VSCO girls, many of which are parodies. Elle credits a popular YouTuber, Emma Chamberlain, as helping to popularize the VSCO girl aesthetic.[19]

There have been many parodies made of VSCO girls, often by the subculture itself. Roisin Lanigan of I-D believes this points to empowerment rather than mocking. This combination of self-deprecation and celebration is also popular among Generation Z.[1][4]

There has been some controversy about the high cost of products associated with VSCO girls, especially because of the importance placed on brand-name products. Fox Business estimates buying all of the products associated with the subculture would cost $229.89.[21] Some teenagers associate the look with private schools and wealth.[3][13]