Latest news with #CleanGirl
The Star
2 days ago
- Entertainment
- The Star
Sorry, not sorry! Fashion's new it-girl is messy, edgy and boldly herself
Prada models strut on the runway with tousled bedhead that looked anything but style. Photo: Prada Out with the clean and curated, in with the chaotic and carefree. As summer at last begins turning to fall, fashion's latest it-girl isn't polished or pristine – she's unapologetically dishevelled. The emerging trend, dubbed 'messy girl', has taken over social media and runways alike, signaling a cultural pivot away from perfectionism toward raw self-expression. Earlier this year, fashion was still immersed in the world of quiet luxury and demure silhouettes – a natural evolution of the 'clean girl' aesthetic. With her crisp pleated skirts, white button-downs, loafers and slicked-back buns, the clean girl represented control and order. But by mid-2025, fashion's pendulum swung sharply in the opposite direction. Read more: The claw grip is trending, and it says a lot about women's fashion woes Now leading the charge is the messy girl: a rebellious, punk-inspired persona that embraces lace, latex, one-shoulder tops and the barely brushed hair of a woman who might have just left last night's party. The look, which draws heavily from early 2000s indie sleaze, pays homage to cultural icons like Kate Moss, Agyness Deyn, Amy Winehouse and Mary-Kate Olsen – women known for their gritty, cool and seemingly careless style. 'Lace is one of those fabrics that makes a statement no matter how small the detail,' according to fashion editor Jang Seong-sil. 'A lace top is one of the easiest ways to tap into the trend without diving in too deep.' The messy girl doesn't strive for social media perfection. Instead, she wears scuffed ballet flats, carries a handbag full of tangled keyrings and wears smudged black eyeliner like armour. Her look may appear spontaneous, but often it's the result of curated chaos – a 'carefully calibrated burnout', as some stylists call it. On TikTok, the trend has been accelerated by British singer Lola Young's viral I'm Too Messy , as the 'Clean Girl or Messy Girl' quiz continues to gain traction, drawing millions of views. The hashtag #messygirl has accumulated thousands of posts, further fuelling the trend's popularity. Beyond style, the movement holds deeper meaning. The messy girl is not just a fashion trend – it's a rebellion. It's a rejection of social media perfectionism, beauty filters and the pressure to always look put-together. It's also gaining attention for sustainable overtones, as many in the trend shop vintage, reject consumerism and embrace self-acceptance. Read more: Fashion on screen: When style nostalgia works (and when it doesn't) Runway designers are taking note. At Kenzo's Autumn/Winter 2025 show, spaghetti strap tops dangled effortlessly over slouchy pants, while at Prada, models strutted with tousled bedhead that looked anything but styled. Celebrities like Gabbriette, Amelia Gray and Charli XCX are now fashion's unofficial representatives for the aesthetic, often seen wearing smudged makeup, clingy minidresses and combat boots like they're still shaking off last night's glitter. In an age where digital filters and endless curation dominate personal style, the messy girl look serves as a raw, punk-fueled antidote. – The Korea Herald/ANN
Korea Herald
4 days ago
- Entertainment
- Korea Herald
Be warned: 'Messy girls' ready to rebel against perfection this fall
Out with the clean and curated, in with the chaotic and carefree. As summer at last begins turning to fall, fashion's latest "it girl" isn't polished or pristine — she's unapologetically disheveled. The emerging trend, dubbed 'messy girl,' has taken over social media and runways alike, signaling a cultural pivot away from perfectionism toward raw self-expression. Earlier this year, fashion was still immersed in the world of quiet luxury and demure silhouettes — a natural evolution of the 'clean girl' aesthetic. With her crisp pleated skirts, white button-downs, loafers and slicked-back buns, the clean girl represented control and order. But by mid-2025, fashion's pendulum swung sharply in the opposite direction. Now leading the charge is the messy girl: a rebellious, punk-inspired persona that embraces lace, latex, one-shoulder tops and the barely brushed hair of a woman who might have just left last night's party. The look, which draws heavily from early 2000s indie sleaze, pays homage to cultural icons like Kate Moss, Agyness Deyn, Amy Winehouse and Mary-Kate Olsen — women known for their gritty, cool and seemingly careless style. 'Lace is one of those fabrics that makes a statement no matter how small the detail,' according to fashion editor Jang Seong-sil. 'A lace top is one of the easiest ways to tap into the trend without diving in too deep.' The messy girl doesn't strive for social media perfection. Instead, she wears scuffed ballet flats, carries a handbag full of tangled keyrings and wears smudged black eyeliner like armor. Her look may appear spontaneous, but often it's the result of curated chaos — a 'carefully calibrated burnout,' as some stylists call it. On TikTok, the trend has been accelerated by British singer Lola Young's viral 'I'm Too Messy,' as the 'Clean Girl or Messy Girl' quiz continues to gain traction, drawing millions of views. The hashtag #messygirl has accumulated thousands of posts, further fueling the trend's popularity. Beyond style, the movement holds deeper meaning. The messy girl is not just a fashion trend — it's a rebellion. It's a rejection of social media perfectionism, beauty filters and the pressure to always look put-together. It's also gaining attention for sustainable overtones, as many in the trend shop vintage, reject consumerism and embrace self-acceptance. Runway designers are taking note. At Kenzo's fall-winter 2025 show, spaghetti strap tops dangled effortlessly over slouchy pants, while at Prada, models strutted with tousled bedhead that looked anything but styled. Celebrities like Gabbriette, Amelia Gray and Charli XCX are now fashion's unofficial representatives for the aesthetic, often seen wearing smudged makeup, clingy minidresses and combat boots like they're still shaking off last night's glitter. In an age where digital filters and endless curation dominate personal style, the messy girl look serves as a raw, punk-fueled antidote.
Identity
14-06-2025
- Entertainment
- Identity
4 Different Personas That Come Out After A Haircut
Let's be honest we never just get a haircut. We spiral, book the appointment like it's a wellness retreat, hand over our entire personality to someone with scissors, and walk out acting like we've healed. It's not a trim, it's a soft relaunch, a rebrand, a polite identity crisis with a blow-dry. And let's not pretend we don't know what happens next. One minute we're in the chair asking for 'just a little trim' and the next we're planning a revenge outfit, launching a fake business, pretending we're morning people, or dramatically cutting ties with someone who never even dated us. The hair hits the floor and suddenly we've entered our Clean Girl Era, started channeling Delusional CEO energy, or decided this new fringe means we're emotionally qualified to exit a situationship with grace (we're not). Oh and don't get us started on the silent revenge phase. We've met all these girls because we are them. Let's unpack the 4 personas of this chaotic decision. The 'I Just Got Out of a Situationship' Girl This one comes with a dramatic chop or a new hair color that no one asked for. We pretend it's 'just hair,' but we know this is emotional damage control. We are booking beach trips, listening to breakup anthems like they're war cries, and texting 'lol I'm unbothered' at 2 a.m. We are definitely bothered but at least we're trying. The 'Clean Girl' Rebrand That Lasts 72 Hours We leave the salon with a bouncy blowout and immediately believe we've entered our wellness era. We start drinking water with lemon, buying planners, and whispering 'new chapter' under our breath while resetting our lock screen. The skincare routine is suddenly a 12-step religion, and we post sunrise stories like we're morning people now but give it three days, the claw clip will be crooked, the to-do list untouched, and we're eating chips in bed, promising we'll try again Monday. The Delusional CEO This one comes with a sleek shoulder-length cut or anything that looks remotely 'boss babe.' Suddenly we're answering emails in under five minutes, talking like there's a deal that needs to be done, and pretending we have a morning routine. We start walking like we have meetings even if we're just heading to get coffee. Confidence is unmatched. Delusion? Maybe but it's giving leadership. The Silent Revenge Lookbook We don't whisper change, we announce it. The cut is sharp, the eyeliner is sharper, and the energy is pure 'You should've never doubted us.' This version of us shows up after we've been ghosted, gaslit, or underestimated one too many times. Our outfits? Impeccable. Our presence? Intimidating. We're not just getting even, we're getting hotter, smarter, and way out of your league. Let's face it: the haircut is just the gateway, a green light for us to spiral into new aesthetics, behaviors, and occasionally new crises. Hair grows back but the personalities? They stick around, waiting for their next entrance. So the real question is: who are we becoming next? Send this to the friend who changes her personality with every snip. We see you, Gemini energy.
Hans India
21-05-2025
- Business
- Hans India
Amazon Fashion Unveils ‘SERVE' Store to Boost Gen Z and Tier II/III Sales
Amazon Fashion is relaunching its Gen Z–focused online storefront under a new name, 'SERVE,' with the goal of offering trend-forward fashion and a tailored shopping experience. The platform, previously called Next Gen Store, has been rebuilt to deliver timely styles and support individual expression among younger shoppers. Since its initial launch in 2023, Amazon's Gen Z hub attracted three times more users from that demographic and saw a fourfold rise in orders from India's Tier II and Tier III cities, including Chandigarh, Kochi, Patna, Nagpur, Jaipur and Surat. With SERVE, Amazon Fashion aims to deepen its reach by combining fast fashion, sustainable collections and budget-friendly options in one place. SERVE showcases over 2 million items from more than 350 domestic and global labels. Key additions include Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi's, Mokobara, Casio, Chumbak, Cosrx and Moxie. The site updates monthly trend reports, seasonal lookbooks and style selections curated by creators. It highlights emerging movements such as Y2K revival, gender-fluid cuts, dopamine dressing, K-beauty regimens, minimal glam and conscious fashion. The redesign introduces a simplified logo and a modular design framework adaptable across web and mobile. Navigation has been restructured to spotlight discovery, community engagement and trend curation. Product imagery, site copy and user prompts now follow a voice and tone framework shaped by Gen Z preferences and subculture nuances. 'After opening India's first Gen Z store in 2023, we're stepping up our commitment with SERVE,' said Nikhil Sinha, director of Amazon Fashion India. 'Our data shows this generation wants styles that fit their identity at prices they can afford. With SERVE, we make trend-forward fashion accessible, especially in smaller cities where we've seen more than 40 percent year-over-year growth. This isn't just shopping—it's a platform for self-expression.' Amazon's research segmented Gen Z shoppers into archetypes such as 'The Trend-Hacker,' who chases rapid microtrends, and 'The Elevated Everyday-ist,' who seeks refined basics. These profiles guide SERVE's assortment, which includes themed sections like Clean Girl, Mob Wife Core and Soft Boy Energy alongside practical categories like Budget Buys and Seasonal Drops. The platform leverages Amazon's infrastructure to support fast loading, one-click checkout and personalized recommendations. A color-based filter system spans metallic, pastel and monochrome palettes.
Hans India
19-05-2025
- Business
- Hans India
Amazon Fashion Rebrands Its Gen Z Online Store as ‘SERVE'
Bengaluru, 19 May 2025 – Amazon Fashion is doubling its commitment to Gen Z with the relaunch of its dedicated online storefront, formerly known as Next Gen Store, now named 'SERVE', Dishing Out Style. The word 'Serve'—meaning "to present oneself with confidence and style, often in a way that is considered impressive or striking"—is deeply rooted in contemporary Gen Z speak but has also surfaced in trending lexicon across generations, capturing the spirit of confident, standout self-expression across fashion, beauty, and beyond. 'SERVE' responds to this evolution, functioning not just as an online store but as a continuously refreshed destination that delivers on-trend styles while empowering individual expression. The online store has seen 3X increase in Gen Z customers and a 4X surge in shoppers from Tier II and III cities like Chandigarh, Kochi, Patna, Nagpur, Jaipur, and Surat, 'SERVE' is set to redefine how this crucial demographic engages with fashion. 'SERVE' offers an unparalleled selection with over 2 million products from more than 350 domestic and global brands, including new additions like Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi's, Mokobara, Casio, Chumbak, Cosrx, and Moxie. 'SERVE' caters to Gen Z's dynamic tastes with a unique blend of fast fashion, sustainable options, and affordable styles. The store features monthly trend updates, seasonal lookbooks, and creator-curated style edits, reflecting micro-trends like Y2K revival, gender-fluid fashion, dopamine dressing, K-beauty, minimal glam, and conscious fashion. This new identity includes a fresh logo and design language that is visually compelling and authentic, and scalable across platforms. The on-site experience has been enhanced, prioritizing discovery, community, and trend-forward curation, with updated imagery styles and voice & tone that reflect Gen Z's diverse interests and subcultures. "After pioneering India's first dedicated Gen Z store in 2023, we are elevating our commitment with 'SERVE'," says Nikhil Sinha, Director, Amazon Fashion India. "Our research consistently reveals this demographic values individuality and trend-alignment alongside affordability. With 'SERVE', we are democratizing trend-forward fashion—bringing inclusive, accessible style to all of India, particularly Tier II and III cities where we have seen over 40% YOY growth. We have created not just a shopping destination, but a cultural platform that empowers authentic self-expression through affordable style, making fashion a tool for confidence and creativity accessible to everyone.' Leveraging extensive research, Amazon identified key Gen Z archetypes—from 'The Trend-Hacker' driving fast-paced microtrends to 'The Elevated Everyday-ist' seeking polished relevance. These insights now guide SERVE's curation, featuring trending aesthetics like Clean Girl, Mob Wife Core, and Soft Boy Energy alongside practical categories like Budget Buys and Seasonal Drops. The platform's digital-native experience, optimised for on-the-pulse discovery, brings Amazon's speed and vast selection to a generation that values self-expression. With colour curation spanning metallics to monochrome and over 350 brands, SERVE positions Amazon Fashion as the definitive destination democratising trend-forward style across India's diverse Gen Z landscape.
