In an email to CTVNews.ca, VSCO representatives said the app has more than 20 million active users per week.
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The app’s software originated in 2012 by Joel Flory and Greg Lutze who set out to create the “Anti-Instagram” with larger focus on creating high-quality digital photos that look like classic film. The phrase “VSCO Girl,” and its accompanying aesthetic, takes its name from the photo-editing app VSCO - formerly known as VSCO CAM - which allows users to take pictures and features a set of preset filters emulating classic film photographs.Īpp users can post the photos to their app profiles similar to the app’s competitor, Instagram. WHERE DID THE PHRASE VSCO GIRL COME FROM? Lui called it a “performed authenticity” which walks the line between genuine concern for the earth but also acting blasé about what people think. “The girls who weren’t interested in protecting the environment before are now all upset about it because it's part of their aesthetic now," she told the U.S. The look has been promulgated by predominately thin, privileged white girls wearing high-end accessories and clothing, Lui said, explaining that they’re the new “All-American girl” similar to what cheerleaders were in the past.Ĭaprese Wippich told NBC News that part of the VSCO Girls lifestyle is caring or “virtue-signalling” their feelings for the environment. In a phone interview with CTVNews.ca, she described VSCO Girl as “more of an aesthetic … in my world, it’s all about a look.” The natural, beach look is meant to counter the heavy makeup, carefully curated look of influencers on Instagram and YouTube who became popular in recent years.Įlaine “Lainey” Lui, host of etalk and CTV’s The Social, loves the look because “it’s pretty casual – these are not the teenagers of ‘Gossip Girl.’” Hydro Flask reusable water canisters in hand.
Oversized T-shirts that cover most of their shorts Ĭolourful velvet scrunchies and Pura Vida bracelets on their arms and, “VSCO Girl” - pronounced vis-co girl - is the term for the aesthetic of the preppy, beach-inspired look and it’s just the latest viral trend and source of parody for tweens and teens in the Gen Z-dominated spaces of Instagram and the micro-video app Tik Tok.Īlthough Instagram memes outright say what a VSCO girl dresses like, the group isn’t exactly a monolith. TORONTO - Move aside, pumpkin-spice-latte-sipping “basic” girls, there’s a new aesthetic dominating youth pop culture that’s bubbled into the mainstream: VSCO girls.