Defined by their ability to curate visually stunning lives, Gen Z is rewriting the rules of self-expression, one carefully crafted Instagram post at a time. What exactly is this obsession with having an aesthetic, and why does it matter so much to the youth of today?
I am sure you have seen the Tik Tok videos and Instagram posts of the opium baddies - inspired by rock and punk culture; or perhaps you prefer the super soft, gentle cottagecore aesthetic – lots of white, dainty florals, bows, etc. Or you enjoy the clean-girl aesthetic - women doing yoga or pilates, drinking green juice, slicked-back buns; you may even like the renaissance of the old-money aesthetic, Vintage matching Ralph Lauren, sitting in a countryside manor and drinking champagne; Or according to the latest trend predictions, the Italian mob wife aesthetic. We’re talking glamour, bold make-up, wearing shades indoor and a massive fur coat.
In a world dominated by social media, Gen Z has emerged as the aesthetic architects of our time. For them, life is not just lived; it's lived in HD with a touch of glamour. From spontaneous coffee dates to carefully planned outings, every moment is a potential cover shot. The ordinary becomes extraordinary, and mundane activities transform into Instagram-worthy events. Who knew a trip to the grocery store could be so aesthetically pleasing?
Gen Z, born roughly between the mid-1990s and early 2010s, grew up in the age of smartphones, social media, and constant connectivity. Unlike their predecessors, they are digital natives, seamlessly navigating the virtual landscape from a young age. With this digital prowess, they have embraced the art of aesthetics — a curated blend of visuals, colours, and themes. This obsession with aesthetics can be traced back to the rise of social media platforms like Instagram, Tik Tok and Pinterest, where young minds discovered the power of a well curated feed. This has now translated into a sort of obsession or has even become a religion to some.
The American film director, George Orson Welles once said, "Create your own visual style... let it be unique for yourself and yet identifiable for others." Looks like Gen Z took it to their heart and soul.
Identifying with an aesthetic has given them an outlet for self-expression and individuality. Gen Z relies on their aesthetic to showcase their unique personality to the world. Each curated feed is a visual autobiography, a story told through carefully chosen colours, style, elements, etc. It's a way for Gen Z to stand out, to say, "This is me, and this is how I see the world. The endless scroll of images on social media transforms into a mosaic of individual voices, each contributing to the diverse tapestry of the digital landscape.
Having an online aesthetic makes it easier to portray who they are and what aligns with them. It makes branding of oneself easy. Online, they have the luxury to have a picture speak a thousand words. But, in real life, they have to speak those thousand words and provide context to people to help them understand who they are, if not for the dependence on aesthetics. They have to live and breathe their identity; they have to walk the walk and talk the talk about who they are to the people around. Aesthetics play a significant role in storytelling. Gen Z recognizes the power of visuals in conveying narratives and experiences. Through carefully curated content, they can construct a digital story that reflects their lifestyle, passions, and aspirations. This storytelling aspect adds depth to their online presence and creates a personal brand.
Gen Z is highly attuned to trends and subcultures, often adopting and adapting them to suit their own preferences. The desire to be part of, or even lead, cultural movements and aesthetic trends drives the constant evolution of their online personas. This adaptability allows them to explore different facets of their identity and stay relevant within their peer groups.
Lately, we have been seeing the obsession with aesthetics extending beyond the digital realm.
Gen Z doesn't just curate their online presence; they bring their aesthetic sensibilities into the real world. From bedroom decor to fashion choices, the desire for a cohesive aesthetic permeates every aspect of their lives. It has turned out to be a lifestyle. And the notion that they should strive to live the specific aesthetic is augmented and propelled by social media. For example, the reels and tik toks on ‘how to dress like a mob wife’ or ‘tips for the clean girl aesthetic’ or ‘movies to watch for dark academia aesthetic’ and so on.
While the pursuit of aesthetics can be a liberating form of self-expression, it's not without its challenges. When one commits to an aesthetic, they subconsciously stop themselves to be fluid. The pressure to maintain a consistent online presence can take a toll on mental health, creating an unrealistic standard of perfection. Behind the aesthetically pleasing photos lie the struggles of comparison, self-doubt, and the constant need for validation. Social media platforms have become both a stage and a battleground, where the pursuit of aesthetic perfection can lead to a loss of authenticity. It's essential to recognize the balance between presenting a curated self and embracing the raw, unfiltered moments that make us human.
While the world of aesthetics is undeniably delightful, Gen Z knows the importance of keeping it real. Behind the perfectly curated feeds are genuine moments, flaws, and unfiltered authenticity. It's a balancing act, a dance between showcasing the best angles and embracing the imperfections that make life beautifully messy. Gen Z's obsession with aesthetics is a multifaceted journey that intertwines the digital and the personal. As we journey through their unfiltered reality, one thing becomes clear: the aesthetic obsession of Gen Z is not just a trend but a cultural force reshaping the way we perceive and project ourselves in the digital age.
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