Summary of let's talk about the rise of ‘-core’ and ‘girl’ aesthetics

00:00:00 - 00:35:00

The YouTube video titled "let's talk about the rise of ‘-core’ and ‘girl’ aesthetics" explores the evolution of various aesthetics and subcultures, their co-optation and commodification, and the impact of digital culture on identity formation. The rise and decline of different aesthetics, such as Health Goth and Vaporwave, are discussed, highlighting how they were absorbed and monetized by mainstream institutions. The speaker argues that the internet has disrupted the need for intensely localized subcultures, allowing young people to explore different styles and genres. However, niche communities and youth still exist, challenging the notion of the decline of subcultures. The video also delves into the phenomena of online aesthetics being co-opted and commodified, the rise of micro-aesthetics in internet culture, and the categorization of girls using fruits and vegetables on platforms like TikTok. The speaker explores the concept of "girl" aesthetics and slang, discussing trends like Hot Girl Summer and Hot Girl Walk. They also reflect on the overemphasis on consumerism and the pressure to conform to and belong to specific aesthetic communities.

• 00:00:00 In this section, the presenter discusses the rise of different aesthetics, or "cores," that became popular in 2020 and 2021, such as Cottagecore and Goblincore. However, since 2022, the number of new aesthetics has decreased. The presenter also explores the concept of subcultures and their evolution over time, mentioning various subcultures from different decades, as well as the academic study of subcultures. The video is sponsored by Squarespace, a platform for building websites, and the presenter provides information about its features.
• 00:05:00 In this section, the conversation explores the idea that the rise of fast fashion and mass media has limited young people's ability to use clothing as a tool of cultural resistance. The ubiquity and accessibility of clothing have made it harder to make a statement with what you wear, as growing cultural movements often find themselves absorbed and monetized by mainstream institutions. The internet and digital interconnectedness have also disrupted the need for intensely localized scenes and tribal identities, as young people can now explore sounds and styles across genres and timeframes. Furthermore, the internet has led to a mix and match of subcultural elements, as certain subcultures and their unique forms of speech become co-opted into internet speak. However, although subcultures may be changing and evolving in this digital age, there are still niche communities and youth occupying spaces that are out of reach for some, challenging the notion of the decline of subcultures.
• 00:10:00 In this section, the speaker discusses the origins of internet aesthetics and focuses on two examples: Health Goth and Vaporwave. Health Goth started as an underground movement in 2013, inspired by high tech sportswear and a sparse visual style. However, it was eventually co-opted by the fashion industry, losing its original critique of capitalism. Similarly, Vaporwave emerged through music visuals and incorporated elements of vintage advertising and computer graphics. While it had political undertones critiquing capitalism, many participants engaged with the aesthetic purely for its retro appeal without understanding its deeper meanings.
• 00:15:00 In this section, the speaker discusses the phenomenon of online aesthetics being co-opted and commodified. They point out examples such as Vaporwave and Art Hoe, where the original intentions and political origins of the aesthetics got muddled as they gained popularity online. The difference between a subculture and an aesthetic is also highlighted, with aesthetics lacking the cohesion and deeper meanings that subcultures possess. The speaker argues that many online aesthetics are developed and introduced alongside industries and markets that seek to profit from them, often marketed as existing communities even when they are not. These trends benefit fast fashion companies and brands that align with these fleeting fancies, and the illusion of a trend is often sold through fashion magazines and content creators. The fragmentation of online species into taste communities, driven by algorithms, is also discussed as a possible reason for the decline of subcultures in the age of the monoculture's death.
• 00:20:00 In this section, the speaker discusses the shift in mainstream culture and the rise of various aesthetic communities. They argue that the concept of a singular mainstream has decentralized with the advent of digital culture, particularly for Gen Z. Aesthetics and subcultures are no longer as essential to identity formation as they were for previous generations. While there may be fewer aesthetic communities popping up, people still enjoy aestheticizing their everyday lives. The speaker also delves into the trend of categorizing girls using fruits and vegetables on platforms like TikTok, suggesting that it is a way for young people, particularly girls, to find identity and community in a consumer-driven society. The proliferation of micro-aesthetics and the aestheticization of behaviors and concepts are examined as well, highlighting the influence of black and queer power users and the Girl Blogger class in shaping internet culture.
• 00:25:00 In this section, the concept of "girl" aesthetics and slang is explored, starting with the popularization of "Hot Girl Summer" by Megan Thee Stallion. The idea of living unapologetically and having fun without conforming to societal norms has led to variations like Feral Girl Summer and Rock Girl Summer. Another trend that emerged on TikTok is the Hot Girl Walk, a four-mile walk focused on gratitude, goals, and self-confidence. The concept of "girl dinners" has also gained attention, with the idea of throwing together a chaotic yet aesthetically pleasing meal that deviates from traditional cooking. While some criticize it for promoting eating disorder behavior, others see it as a rejection of the pressure to cook and optimize oneself. However, over-categorization and performance can lead to self-surveillance and stress. As corporations like Popeyes jump on the trend, it remains to be seen how long these aesthetics will last.
• 00:30:00 In this section, the speaker discusses the rise of internet aesthetics and trends, particularly focusing on the blueberry milk nail trend. They argue that when traditional media outlets overhype certain trends, it leads to them becoming more viral and relevant. The speaker also explores the consequences of trend hopping and over-consumerism, highlighting how algorithms shape our exposure to trends and influence our buying habits. Furthermore, they acknowledge that while some online aesthetics can create positive communities, there is a concern about the overemphasis on consumerism. The speaker reflects on their own involvement in hyping up certain aesthetics and questions the extent to which these trends truly exist outside of their own online bubble.
• 00:35:00 In this section, the speaker discusses their dislike for being limited to a specific aesthetic and the pressure to belong to a certain aesthetic community. They argue that personal style is not as marketable as trend-hopping, and that individual style may be too boring or too personal to gain traction on social media. They also mention an upcoming podcast where they will further explore this topic.