An Internet aesthetic, also simply referred to as an aesthetic or microaesthetic, is a visual art style, sometimes accompanied by a fashion style, subculture, or music genre, that usually originates from the Internet or is popularized on it. Throughout the 2010s and 2020s, online aesthetics gained increasing popularity, specifically on social media platforms such as Tumblr, Pinterest, Instagram, and TikTok, and often were used by people to express their individuality and creativity. They can also be used to create a sense of community and belonging among people who share the same interests. The term aesthetic has been described as being "totally divorced from its academic origins", and is commonly used as an adjective.[1]
Internet aesthetics refers to the distinctive visual styles, cultural themes, and design trends that emerge and proliferate online, often shaped by social media platforms, digital art, and virtual communities. These aesthetics encompass a wide range of creative expressions, including color palettes, typography, imagery, and motifs, which are frequently associated with specific subcultures or online movements. Common examples include vaporwave, cottagecore, and Y2K, each characterized by unique visual and thematic elements.
The development of Internet Aesthetics is influenced by the rapid exchange of ideas across digital spaces, user-generated content, and the accessibility of digital tools for creation and sharing. They often serve as a form of self-expression and identity-building within virtual environments, reflecting broader cultural, social, and technological shifts.
In 1735, German philosopher Alex Baumgarten derived the term "aesthetics" from the Greek word "aisthetike" or "aisthesis", establishing it as a field of study.[2] The term "aesthetic" has evolved to reflect current trends in digital communication and multimedia art. Many Internet aesthetics have been credited with originating on Tumblr, including Dark academia, Cottagecore, Art Hoe,[3] Coquette/Nymphet,[4] and Weirdcore.[5] With the influence of new social media platforms like Instagram and TikTok, however, internet aesthetics are being dominated by micro-trends such as mob wife and tomato girl summer.[6]
Aesthetics Wiki, a wiki hosted on Fandom, has frequently been cited for its large database of information on online aesthetics.[7] [8] [9] According to The Atlantic, the wiki gained a 9,974% increase in traffic during the 2020 pandemic due to chronic online participation and desires for self discovery.[10]
In 2022, Rebecca Jennings from Vox argued that many trends from TikTok fall under one trend, calling it "TikTok couture" and describing it as a "way to describe the coalescence of trends that materialize on TikTok, whether from teenagers experimenting with clothes they've thrifted from their local charity shop, from older folks revisiting the subcultural styles of their youth, or from professional and amateur trend watchers combining aesthetic clues into a single theory of what's coming next", adding "with the help of the supercharged TikTok algorithm that blasts viral content to millions of users within hours or days, these videos shape what mainstream culture considers stylish, which therefore can affect what we choose to wear ourselves."[11]
In July 2022, Sarah Spellings from Vogue stated that there was a "rise of hyper-specific Internet aesthetics".[12]
See main article: Corecore. Corecore or CoreCore is an aesthetic and artistic movement aiming to capture post–2020 sensibilities. A product of youth culture in the 2020s, the corecore aesthetic was largely found on TikTok, where it juxtaposes various video clips while emotional music plays. Meant to evoke strong emotions, the corecore aesthetic juxtaposes imagery with its content made up of "seemingly unrelated clips" culled from a variety of sources including news footage, social media, films, livestreams, and memes, often overlaid on usually emotionally rousing, somber, or ambient music.[13]
See main article: Y2K aesthetic. Y2K (or Cybercore)[14] is an Internet aesthetic based on products, styles, and fashion of the late 1990s and early 2000s. The name Y2K is derived from an abbreviation coined by programmer David Eddy for the year 2000 and its potential computer errors. The Y2K aesthetic can include synthetic or metallic materials, blobjects, reflective clothing, inflatable furniture, and computer interfaces of the dotcom era.[15] [16] At times, "Y2K" is used to refer to 2000s fashion in general, overlapping with aspects of the McBling aesthetic.[17]
See main article: Frutiger Aero. Frutiger Aero is an Internet aesthetic and user interface design trend based on Windows Aero. It was popular from roughly 2004 to 2013, succeeding the Y2K aesthetic.[18] This aesthetic was named after Swiss typeface designer Adrian Frutiger, whose font and UI theme developments influenced the design choices of major companies. The term Frutiger Aero was coined in 2017 as an open compound of Aero and the Frutiger typeface.[19] The aesthetic resonates heavily with Y2K, focusing around gloss, CGI renders of scenes with nature and technology together, transparency, nature symbolism, bokeh photography, and elements of skeuomorphic design.[18] [20] [21] It began to decline after 2012, but made a comeback in the 2020s among members of Generation Z.[22]
The academia aesthetic is an internet-based cultural and visual trend centered on themes of higher education, intellectual pursuits, and scholarly environments. Drawing inspiration from classical literature, historical periods, and collegiate lifestyles, it includes subgenres such as dark academia and light academia. These subcultures are defined by their distinct visual styles, thematic focuses, and influences from historical and literary traditions.
See main article: Dark academia. Dark academia is an aesthetic that emphasizes the pursuit of knowledge within a context of mysticism, introspection, and a darker, melancholic atmosphere. It draws heavily from 19th and early 20th-century academic settings and Collegiate Gothic architecture. Hallmarks include dimly lit libraries, vintage clothing, and a muted color palette dominated by shades of brown, black, and gray. The aesthetic often celebrates classical literature, philosophy, and art, with themes of existentialism and mortality woven throughout its narratives.
Dark academia is noted for its inclusivity and connection to LGBTQ+ communities.[23] Originating on Tumblr in 2014, the aesthetic gained widespread attention during the COVID-19 pandemic, especially on platforms like TikTok and Instagram.[24] Its resurgence during this period reflected a romanticization of scholarly life amidst global lockdowns. As Kristen Bateman of The New York Times observed, the aesthetic's origins remain somewhat nebulous but found early traction on Tumblr.
See main article: Light academia. Light academia serves as the counterpart to dark academia, focusing on more optimistic and joyful interpretations of scholarly life. It highlights themes of friendship, curiosity, and the simple pleasures of learning, often set against a visually bright and airy aesthetic. Drawing inspiration from works such as Alice in Wonderland and Peter Pan, light academia emphasizes creativity and imagination.[25] Its visual elements include soft, pastel tones, natural light, and vintage school uniforms reminiscent of early to mid-20th-century college wear.
The aesthetic also incorporates elements of art, ceramics, and architecture with a lighter visual tone.[26] Coined on Tumblr in 2019[27], light academia gained prominence in the early 2020s, appealing to those who sought an alternative to the somber and brooding qualities of dark academia. Some have described it as "cottagecore with more cosmopolitan elements,"[28] blending a rural charm with intellectual and artistic sophistication.
Both dark and light academia have become significant subcultures within the broader internet aesthetic landscape, influencing fashion, literature, and digital media. Their popularity reflects a broader romanticization of intellectualism and nostalgia for traditional academic environments, resonating with younger audiences seeking connection to cultural and historical ideals.
See main article: Neo-Victorian. Neo-Victorianism is an aesthetic movement that features an overt nostalgia for the Victorian period, generally in the context of the broader hipster subculture of the 1990s–2010s.[29] It is also likened to other "neos" (e.g. neoconservatism, neoliberalism), which do not simply look back to the past but also reiterate and replay it in more diverse and complicated ways.[30] This characteristic makes neo-Victorian art difficult to define conclusively.[31]
See main article: Cottagecore. Cottagecore is an aesthetic popularised by teenagers and young adults romanticizing rural life, centering on traditional rural clothing, interior design, and crafts such as drawing, baking, and pottery. The term for the aesthetic was coined in 2018 on Tumblr.[32] The aesthetic gained heavy popularity during the COVID-19 pandemic in 2020, where economic forces and other challenges facing these young people may have been a significant driver of this trend, along with these generations' emphasis on sustainability, and the recent trend to work from home (initially during the pandemic).[33]
VSCO girls or VSCO kids emerged among Gen Z teenagers during the summer of 2019,[34] and are often described as "basic".[35] The American YouTuber Emma Chamberlain is considered as an icon of this aesthetic. Named after the VSCO photography app, VSCO girls live by the statement "pics or didn't happen", using the app to create their social media aesthetic.[36] They are stereotyped as having oversized T-shirts, sweatshirts or sweaters, Fjällräven Kånkens, scrunchies, Hydro Flasks, Crocs, Pura Vida bracelets, instant cameras, Carmex, metal straws, friendship bracelets, Birkenstocks, shell necklaces, and other beach-related fashion. A typical VSCO girl outfit consists of leggings, an oversized and vibrant graphic T-shirt, and Birkenstock shoes. Environmentalism, especially topics relating to sea turtle conservation, are also regarded as part of VSCO culture.[37] [38] VSCO girls have fallen out of fashion since 2019.[39]
McBling (colloquially "Y2K fashion")[17] is a girly aesthetic that was popular from roughly 2003 to 2008, which formed around the growing celebrity culture of the time, reality television and paparazzi. It is best known for the high use of hot pink and purple, low rise jeans, mini skirts, logomania, sequins, rhinestones, halter tops, and monochrome tracksuits, colorful sunglasses, butterfly or flower-shaped hair clips, bags worn over the shoulder, and jelly accessories with glitter (including shoes). It is highly associated with the 2000s reality show The Simple Life, with Paris Hilton and Nicole Richie, and with Regina George from the 2004 film Mean Girls. Other examples of media that feature this aesthetic are Legally Blonde, Sleepover, and Crossroads. McBling mostly died when the 2007–2008 financial crisis happened, but a resurgence took place on TikTok around 2021, part of the wave of interest for 2000s trends in fashion and design, led by nostalgia. McBling has some overlap with the Y2K aesthetic, with both even being called "Y2K" at times or used to refer to 2000s fashion in general.[17]
The E-Girl and E-Boy aesthetics gained popularity on TikTok in 2019 primarily by members of Generation Z. It is an evolution of emo, scene and mall goth fashion combined with Japanese street fashion (such as anime, cosplay, kawaii and lolita fashion) and Korean street fashion (such as K-pop).[40] [41] The E-Kid aesthetic often features bright hair colors, heavy and dark eye makeup, and accessories such as chain necklaces and beanies. Their wardrobe consists of oversized T-shirts, slim jeans, and checkered Vans shoes.[42] According to Business Insider, the terms are not gender-specific, instead referring to two separate styles of fashion, stating that "While the e-boy is a vulnerable 'softboi' and embraces skate culture, the e-girl is cute and seemingly innocent".
The "kidcore" or "indie kid" look centers around bright colors and nods to the late 1990s and 2000s. The aesthetic was first defined on Tumblr around the mid-2010s. In 2020, TikTok and Instagram contributed to a sharp increase in popularity. The indie kid aesthetic is characterized by overly saturated photos and "crop tops, baggy pants/jeans, tartan tennis skirts, tight-fitting tops, polo shirts, platform boots or sneakers, as well as skate brands in general", along with Monster Energy also being considered "a staple".[43] Unlike the hipster subculture of the 2000s and early 2010s, indie kids of the 2020s favored a more childlike style that took inspiration from the late 1990s and 2000s, Japanese subculture, bedroom pop, skater fashion, energy drink culture, and hyper pop.
Popularized in 2022 on TikTok, Clean Girl aesthetic is "[I] just got out of the shower, and I’m effortlessly gorgeous."[44] According to Bustle, it is "about oversized, sporty basics", and consists of items such as "simple crop tops, loose-fit, high-rise denim, dainty gold jewelry, matching athleisure sets (often from Aritzia), and the latest Nike drop". Clean Girl takes on a minimalist approach to wardrobe, makeup, and essentially, routine. According to Refinery29, the aesthetic "is basically just minimalist makeup" and "significantly low effort", citing that as the reason for its popularity.[45] Influencers such as Hailey Bieber and Bella Hadid are often associated with the Clean Girl aesthetic, contributing to the rise of slicked-back buns, chunky gold hoops, and skin-like makeup.[46]
See main article: That Girl (Trend). That Girl aesthetic consists of an individual who takes care of themselves and puts an emphasis on wellness in all aspects of their lives, such as mental health, fitness, nutrition, interpersonal relations, etc. That Girl aesthetic is targeted primarily towards women, whereas for men, there is no defined aesthetic in line with the same categories That Girl focuses on. [47]