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'VSCO girl' viral trend gives brands a boost from tween spending
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New York City mom of two Amanda Sanders has to secretly stock up on straws at her local Starbucks because her teens will police her for using plastic at home.
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“I have two teen girls who are very afraid that the planet is ending. I was afraid I’d never get a straw again,” Sanders, a personal stylist, and mom to two environmentally conscious daughters, a 12 and 15-year-old, told FOX Business. “They really care about upcycling and recycling.”
Sanders said she’s bought Swell water bottles for her kids for upwards of $40, and her girls have forked over $15 of their own babysitting money on metal straws.
Tween and teen moms like Sanders are spending hundreds of dollars so their kids can subscribe to the “VSCO girl” ascetic, a social media photo editing filter turned eco-friendly fashion trend that stems from a sustainability approach to consumerism. That means buying reusable water bottles, metal straws and wearing face mists instead of makeup for a natural glow.
"This is the next generation of valley girls where 90's retro meets beachy vibes," Maria Rugolo, a fashion business analyst at NPD Group said in a statement. "Her style is casual and her mission is to save the plant, so comfort and sustainability are key."
The unofficial "VSCO Girl" uniform has spawned Instagram memes with "Starter Packs" comprising a wrist hair Scrunchie, Birkenstocks, reusable water bottles from brands like Hydro Flask and Swell, an over-sized T-shirt and backpack. FOX Business reported that buying into the trend can set wallets back more than $200.
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