VSCO girls dominated summer 2019 as TikTok aesthetic defined by Hydro Flask water bottles, scrunchies, puka shell necklaces, oversized t-shirts, Fjällräven Kånken backpacks, and Crocs. The phrase “and I oop,” “sksksk,” and “save the turtles” became signature catchphrases of the environmentally-conscious, beach-vibes lifestyle.
The Aesthetic Origins
Named after VSCO photo editing app known for warm, filtered Instagram-ready photos, the VSCO girl aesthetic emerged from coastal California surf culture mixed with 90s nostalgia. The look combined comfortable, casual pieces with eco-friendly accessories—metal straws to “save the turtles” from plastic pollution.
The Starter Pack
Essential items included:
- Hydro Flask (40 oz, covered in stickers)
- Scrunchies (worn on wrist, multiple colors)
- Puka shell necklace (90s throwback)
- Oversized t-shirts (often thrifted or branded)
- Fjällräven Kånken backpack ($80 Swedish brand)
- Crocs or Birkenstock sandals
- Metal straw (environmental statement)
- Carmex lip balm
- Polaroid or digital camera
The Catchphrases
“Sksksk” (keyboard smash expressing excitement) and “and I oop” (Jasmine Masters drag queen quote) became verbal tics. TikTok videos mocked and celebrated the aesthetic simultaneously, with creators performing exaggerated “VSCO girl check” videos showing each required item.
The Backlash & Consumerism Critique
By fall 2019, the movement faced criticism for performative environmentalism (buying $80 backpack and $40 water bottle to “save the planet”), gate-keeping (shaming girls without complete aesthetic), and consumerism disguised as activism. The trend also skewed white and privileged—expensive “basics” marketed as essential.
The Decline
By 2020, “VSCO girl” became punchline rather than aspiration. The aesthetic evolved into softer variations (cottage core, soft girl) while the specific uniform faded. COVID-19’s isolation accelerated the shift from group-identity aesthetics to more individualized trends.
The VSCO girl phenomenon captured Gen Z’s complicated relationship with consumerism, environmentalism, and social media identity construction.
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