Workshop + Homework Task
GenZ Subcultures
Our identified Subcultures:
FairyCore: Ethereal, related to nature, springtime, soft pastels and flowers; Believe in harmony, likes exploring nature and DIY projects.
Coquette: Sweet, romantic, feminine, playful, bows, soft pastels and ruffles; Flirtatious nature, hyper-feminine.
Old Money: Wealthy, elite, classy and chic; exudes elegance, appreciation for the finer things in life.
Y2K: Nostalgic, Retro feel, Inspired by late 1990s and early 2000s, low rise jeans and tank tops; Looking for comfort in a bygone era where things weren’t so stressful.
Cosmic-Core: Witchy, magical, enchanted, blend of goth and whimsical; believes in magic and the power of manifestation.
Barbie Cowgirl Aesthetic: Bold pink hues, reinventing masculine outfits into feminine, cowboy hats and boots; women reclaiming power.
Essay Task
We started the group discussion by brainstorming current trends we have encountered. I suggested that the Y2K aesthetic is very prevalent, noting my own attraction to 2000s Bollywood music and fashion, as well as the content created by many social media influencers around this theme. We all agreed that this trend is part of the broader Y2K aesthetic.
Since many Gen Z individuals are active on social media platforms like Instagram and Pinterest, our ideas were heavily influenced by what we see on these platforms. According to a Mintel report titled “How Instagram and TikTok are Defining Gen Z Subcultures,” about 50% of Gen Z consumers check Instagram multiple times a day. This constant engagement allows people to build digital personas that align with their cultural beliefs and ideologies, helping them maintain their online identity. Many of the cultures we discussed were rooted in Instagram reels and viral trends.
I also recalled watching Barbie in her iconic pink cowgirl outfit and realized that Barbiecore continues to be trendy. Since 2019, hundreds of Pinterest boards dedicated to Barbiecore have been created (Caruso, 2023). A Mintel report on Gen Z Lifestyles (2024) noted that these viral trends often revolve around themes of self-confidence and self-expression. While Barbiecore offers a playful interpretation of the Country/Western aesthetic, I believe it can also revitalize vintage looks and reinterpret the constructs of masculinity and femininity. For Gen Z, embracing Barbiecore is about accepting ourselves as we are. In addition to the stereotypical Barbie, there are now curvy, petite, and tall versions available in a variety of skin tones.
Looking ahead, we decided to focus on the Cosmic Core Girlie subculture for our “What’s in the Tote” task. I envision a Cosmic Core Girlie as someone inspired by tarot cards, who probably keeps a journal to record her tarot readings and believes in the power of manifestation. She might use sage to cleanse spaces of negative energy and carry crystals to enhance her intuition or get into the right mindset before a reading. Even if she doesn’t know how to use the tarot cards, her interest in the aesthetic may lead her to purchase these items as part of her identity rather than for their practical uses (Walker, 1989). Ultimately, she might either develop a deeper interest in tarot or lose interest until those items in her tote are replaced with something new.
References:
Caruso, S. (2023) ‘What Is Barbiecore? Everything to Know About the Viral Fashion Trend Inspired by Barbie’, People, (19 July). Available at: https://people.com/style/barbiecore-fashion-trend-everything-to-know/ (Accessed: 20 November 2024).
Mintel (2024) Lifestyles of Generation Z – UK – 2024. Available at:https://clients.mintel.com/content/report/lifestyles-of-generation-z-uk-2024#workspace_SpacesStore_c1f71572-ad9b-41fc-a3d4-5620b9eae3db (Accessed: 20 November 2024).
Walker, J.A (1989) Design History and the History of Design. Pluto, 1989.