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Gen Z's Aesthetic Is Quietly Pivoting to a New Era—and It Looks Messy
Gen Z's Aesthetic Is Quietly Pivoting to a New Era—and It Looks Messy

Newsweek

time11 hours ago

  • Entertainment
  • Newsweek

Gen Z's Aesthetic Is Quietly Pivoting to a New Era—and It Looks Messy

Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. The "clean girl" aesthetic, long the defining look of social media's minimalists and wellness aspirants, is being eclipsed by a new wave of chaotic chic. The rise of the "messy cool girl" signals a shift in how beauty, style and authenticity are being reimagined by Gen Z—and it is anything but beige. "Beauty is such an accessible way to signal who we are and how we are feeling," Angie Meltsner, founder of cultural research studio Tomato Baby, told Newsweek. "The move away from clean girl comes at a time of major uncertainty in the world, and a way of coping with that uncertainty can be embracing a kind of chaotic, subversive energy, which is being channeled into these bold, maximalist, playful looks." This pivot from polished to unfiltered, driven by stars like Addison Rae and Olivia Rodrigo, is gaining traction across TikTok and beyond, where wired headphones, oversized bags, and deliberately scruffy yet still effortlessly chic hair are being celebrated as part of a wider pushback against curated perfection. From left: "Messy cool girl" Alexa Chung attends the British Fashion Awards, London, in 2008; and "clean girl" Hailey Bieber walks around Los Angeles, California, on December 13, 2024. From left: "Messy cool girl" Alexa Chung attends the British Fashion Awards, London, in 2008; and "clean girl" Hailey Bieber walks around Los Angeles, California, on December 13, 2024. Getty Images Gone are the dewy no-makeup makeup looks and neutral-toned outfits epitomized by trendsetters like Hailey Bieber and Matilda Djerf. In their place, messy buns, indie sleaze layering and a cigarette hanging from the lip à la 2000s-era Kate Moss signal an aesthetic marked by attitude over appearance. Anne Valois, a 31-year-old creator who posts under the handle @curatingambiance, laid out the trend's momentum in a TikTok video from July 7. "After years of Minimalism and quiet luxury, the messy cool girl is back," she said. "The idea was polished and optimized, but lately that [clean girl] aesthetic is starting to unravel; it's not just a vibe." @curatingambiance The messy era is back. And by no means do I mean the song. I mean an actual cultural shift: away from beige minimalism, toward character, chaos, and mood. If you're building a brand or working in marketing, this isn't just an aesthetic trend - it's a real consumer shift, backed by data. Platforms like Particl make it traceable ✨ Not just what brands post - but what actually sells. The Messy Comeback is here. Might want to take notes. Annonce #trendforecast #stylesignals #particl #culturalshift ♬ original sound - Anne Valois Valois noted that this is more than a superficial trend reversal. Pointing to real-time consumer data tracked by the platform Particl, she highlighted surging interest in products and behaviors far removed from the clean-girl canon. "Tobacco products are up 843 percent; alcoholic beverages, up nearly 1,000 percent in the past 12 months," she said. Valois also cited brands such as Coach and Ganni as beneficiaries of this shift—labels with a looser, more character-driven design ethos than the quiet-luxury titans that dominated in recent years. "Suddenly, having a beer in cowboy boots feels more aspirational than having a green juice and going to Pilates," Valois said. "It's less about optimization and more about character, pleasure and mood. Day-to-night dressing is trending, and imperfect beauty is back." Anne Valois, who splits her time between Mexico, Florida and Europe, said that the increasing presence of the messy cool girl trend is a reaction to "a collective unraveling" of the clean girl aesthetic and a return of character. "What began as a calming, minimalist ideal has become something more rigid," Valois told Newsweek. "The clean girl look became more about performance than personality, and people are exhausted by the pressure to look the same, behave the same and follow identical routines. From left: "Messy cool girl" Addison Rae performs with Arca at the Gobi Tent during the 2025 Coachella Valley Music and Arts Festival on April 13, 2025; and "clean girl" Hailey Bieber attending the 2025... From left: "Messy cool girl" Addison Rae performs with Arca at the Gobi Tent during the 2025 Coachella Valley Music and Arts Festival on April 13, 2025; and "clean girl" Hailey Bieber attending the 2025 Vanity Fair Oscar Party Hosted By Radhika Jones at Wallis Annenberg Center for the Performing Arts on March 2, 2025. More "Conformity used to be a status symbol, looking like everyone else was once aspirational, but now it reads more like a lack of imagination or algorithmic compliance." Cultural researchers see the change as deeply entwined with larger social dynamics. "Young people are feeling fatigued with the pressure of a hyper-manicured perfection that dominates social media and influencer culture," Meltsner said. "They yearn for some hedonism and a sense of letting loose without judgment." The clean-girl look—"glazed doughnut" skin, slicked-back hair, pastel and beige palettes, a matcha latte in hand—once symbolized control, health, and upwardly mobile chic. It aligned with minimalist tech aesthetics and the aspirational self-branding of a generation raised on Instagram. But, over time, its uniformity began to chafe against a broader cultural desire for imperfection and uniqueness. "We're also living in the age of algorithmic-driven cultural flattening," Meltsner said, "and a way of rejecting that is by embracing personal taste and expression, leaning into the quirks that show that we're unique and human. "We're seeing this through more analogue and DIY-inspired looks like wired headphones or 1990s and Y2K aesthetics, and even intentional typos to signify non-AI writing." Addison Rae as Today's Messy Cool Girl The aesthetics of the messy girl are not sloppy—they are intentional, playful and referential. The look channels late-2000s It-girls such as Alexa Chung, Sienna Miller and Gossip Girl character Serena van der Woodsen, all known for tousled hair, oversized sunglasses, thrift-store finds and nonchalant confidence. Addison Rae, former TikTok star who more recently pivoted into movies and music, is being heralded as the current poster girl for the messy cool girl revival. With indie-style music videos and unedited social media posts strongly resembling a MySpace or Tumblr profile from over a decade ago, Rae leans into an undone aesthetic. The "Diet Pepsi" singer has been applauded for showing more authentic, no-makeup and disheveled hair looks than her more traditionally glam Gen Z peers in showbiz, like Sabrina Carpenter. Rae has also collaborated with resident cool girl, Charli XCX, who spearheaded the "Brat summer" trend of 2024 and is known for leaning into indie sleaze and hyperpop. Rae, by association, has become synonymous with this cool girl archetype, softening it slightly, making her a perfect addition to the messy cool girl's Pinterest board. Gen Z singer Olivia Rodrigo has also been held up for conveying a more authentic look, often made up from attainable 2000s and 90s inspired soft grunge pieces. On TikTok, where trends can crystallize in seconds, other creators are celebrating this new mood with posts that show off bedhead and oversized tote bags brimming with personal clutter. Alexan Ashcraft, posting as @trendsofthetimes, declared in a March 31 update that the messy girl's appeal lies in her "carefree spirit" and in being herself. Ashcraft, the 25-year-old founder of digital magazine Trends of the Times, told Newsweek: "The messy girl comeback is not just another TikTok trend, it's a mindset shift, a cultural reset." Much like Valois, Ashcraft said that trends can be more complex than they appear, often reflecting deeper social changes. "We live in an age where visibility is currency, and image can make or break your chances of it," she said. "On the surface, the clean girl might have symbolized simplicity and polish, but it has just become another symbol of pressure to keep up, look perfect, stay relevant, and be seen. "In contrast to the clean girl–polished, on trend, and picture perfect–the messy girl is disheveled, unplugged, and unbothered, she opts out of the algorithm, and she does not subscribe to trends; she does not dress or buy for posts, likes, or to be seen." Ashcraft added that the messy girl's so-called dismissal of trends is what makes her cool, captivating and a source of intrigue in the first place. Eagle-eyed creators like Valois and Ashcraft believe the trend reflects a rejection of Minimalism and productivity culture, while signaling a desire for depth, humor and human messiness—the kind that resists optimization. As Valois put it: "It's not just aesthetic fatigue; it's cultural realignment."

Justin Bieber Celebrates ‘SWAG' Release With Gunna, Lil B, Kyle Massey, And More
Justin Bieber Celebrates ‘SWAG' Release With Gunna, Lil B, Kyle Massey, And More

Yahoo

timea day ago

  • Entertainment
  • Yahoo

Justin Bieber Celebrates ‘SWAG' Release With Gunna, Lil B, Kyle Massey, And More

Justin Bieber celebrated his latest milestone — the release of his surprise album SWAG — with an explosive affair in Los Angeles. According to TMZ, the private event was held at the Bird Streets Club on Friday (July 25). Bieber and his wife, Hailey, played the LP in full as child star Kyle Massey alongside Gunna, Lil B, John Mayer, iShowSpeed, Madison Beer, The Kid Laroi, and a hoard of other celebrities praised the crooner's return to music. He later hit the golf course branded after his new clothing line, Skylrk. SWAG debuted No. 1 on Billboard's Top R&B Albums chart and within the Top on the Billboard 200. Despite rumors spiraling about his marriage falling apart, the Biebers seemed deep in love at the party and even several tracks on the album were dedicated to the Rhode Skin founder. On 'Go Baby,' he sings: 'That's my baby, she's iconic, iPhone case, lip gloss on it/ And, oh my days, she keeps 'em talkin', it's comedy, just block it, oh, my baby.' He was referring to one of her bestselling products. Just recently, Hailey opened up to Vogue Italia about her and Biebs' 'crazy life' after welcoming their son, Jack. She described postpartum as 'the most delicate period I've ever been through in my life,' especially while dealing with said rumors. 'Having to do all this while constantly reading falsehoods on the internet like 'They're getting divorced' or 'They're no longer happy together' is something that really drives you crazy,' she admitted. 'I'm not even sure I can explain it. It's a crazy life.' Check out highlights from the SWAG event below. More from Justin Bieber's 'SWAG' Secures No. 1 Spot On Billboard R&B Albums Chart The Clipse Have Surprising Reaction To Justin Bieber Seemingly Shading Their New Album Did Justin Bieber Diss Clipse's New Album On Instagram? Solve the daily Crossword

Hailey Bieber Has Been Wearing This 40%-Off Tank on Repeat
Hailey Bieber Has Been Wearing This 40%-Off Tank on Repeat

Cosmopolitan

timea day ago

  • Entertainment
  • Cosmopolitan

Hailey Bieber Has Been Wearing This 40%-Off Tank on Repeat

Hailey Bieber has this way of making everything cooler. Cowboy hats as a pool accessory? Say less. Custom belly chains?? Already panic-ordered six from Etsy. iPhone case, lip gloss on it???? Influenced. That's our girl, she's iconic. And while I can't always replicate her exact looks—because, ya know, she's a millionaire and I' did me (and my bank account) a solid and made this totally affordable tank the staple of summer. Even better? It's an extra 40% off RN, so your cart total comes to just $41. The Joe's Jeans style is allllll over her Instagram account (in fact, it's basically a love letter to the tank), has popped up in paparazzi pics, and was even a part of Justin's SWAG promo. And honestly? I get why. It's a versatile, cool girl basic that goes with any and everything. Hailey's worn hers with casual jeans, black capris and a trench, a summer cardigan, the list goes on. The Everyday Tank, which comes in six different colors and the perf striped print, is somehow still in stock in every single size. It's a Christmas (in July) miracle! The design includes a soft scooped neckline that's simple yet cute, and a subtle racer back and slim fit. The material is 100% cotton with micro-ribbing for just a lil added texture and can be worn every season. It's lightweight enough for now—ya know, when stepping outside feels like walking into an infrared sauna—but can also be layered with a light cardi or jacket à la Hailey when the temperature finally dips. "I really love the fabric and fit," one shopper raves of the style. "My first Joe's purchase won't be my last." Hailey clearly agrees that the brand isn't just a one-hit wonder either. The baby tee was on her Vogue wish list. You might as well toss it in your cart while you're at it—the 40% discount applies here too. If you want to dress like Hailey—without the wallet of a nepo baby who sold her business for $1 billion and married a pop icon—now's your chance! It might not come around again! Megan Schaltegger is an NYC-based writer. She loves strong coffee, eating her way through the Manhattan food scene, and her dog, Murray. She promises not to talk about herself in third person IRL.

Justin Bieber's Son Jack, 11 Months, Is His Golden-Haired Mini-Me in Sweet New Photos
Justin Bieber's Son Jack, 11 Months, Is His Golden-Haired Mini-Me in Sweet New Photos

Yahoo

timea day ago

  • Entertainment
  • Yahoo

Justin Bieber's Son Jack, 11 Months, Is His Golden-Haired Mini-Me in Sweet New Photos

Justin Bieber and 11-month-old Jack Blues posed for two new father-son photos shared on Instagram on Sunday, July 27NEED TO KNOW Justin Bieber shared two new photos with son Jack Blues on Instagram Sunday, July 27 In the sweet snaps, Justin is seen sitting at a table alongside the 11-month-old The singer and wife Hailey Bieber welcomed baby Jack on Aug. 23, 2024Justin Bieber is spending quality time with his baby boy. On Sunday, July 27, the 'Somebody to Love' singer, 31, shared a glimpse of his first child with wife Hailey Bieber, 11-month-old son Jack Blues, in two new photos posted to Instagram. In both of the new snaps, Justin wore a gray vest with blue underpants showing from the top of his bottoms while sitting at a table. He accessorized with pink sunglasses and a blue hat, available from his SKYLRK brand. The singer's baby son Jack was sitting alongside him in a colorful graphic T-shirt and khaki pants, his face not visible to the camera. Never miss a story — sign up for to stay up-to-date on the best of what PEOPLE has to offer​​, from celebrity news to compelling human-interest stories. While the infant's face was cropped out of the photos, his golden-blond hair was in full view, which led fans to take notice of how similar he looks to the two-time Grammy winner. 'Justin and mini Justin ❤️,' one person commented, while another wrote, 'I know we never saw his face but we just know he's exactly like you.' A third fan quipped, 'We know it's just a babyface Justin in small version so we don't need to see full picture ❤️.' The sweet photos came after Justin shared a loved-up snap with Hailey, 28, after the pair attended a listening party for his new music at The Bird Street Club. One photo showed them wrapped in each other's arms with their eyes closed for a kiss, while another captured the moment they took a break from mini golf to again lock lips. The 'Baby' singer has previously shared several photos of their son Jack Blues on Instagram. One recent snap showed him and the tot at a music session, while they were seen playing together outside in another short clip. Following the release of his latest album, Swag, Justin also shared several photos on X of himself and Hailey in Italy with their son. Jack could be seen snuggled alongside the 'Peaches' hitmaker while he napped on the beach. A source previously told PEOPLE of the singer's latest music venture, 'This album is a huge milestone for Justin in so many ways." 'It's the first solo album he's released since becoming a father, and it's the first time he's produced sound that's all his own," the insider said. "He was so excited for everyone to listen to his new music.' Read the original article on People

Hailey Bieber and Rosie Huntington-Whiteley's go-to anti-ageing cream has ‘dramatic' wrinkle reduction
Hailey Bieber and Rosie Huntington-Whiteley's go-to anti-ageing cream has ‘dramatic' wrinkle reduction

Daily Mirror

time2 days ago

  • Health
  • Daily Mirror

Hailey Bieber and Rosie Huntington-Whiteley's go-to anti-ageing cream has ‘dramatic' wrinkle reduction

Medik8's r-Retinoate Intense anti-ageing cream is a staple in the beauty routines of both Rosie Huntington-Whiteley and Hailey Bieber and it's now got 20% off for a limited time When it comes to skincare, taking advice from a super model is usually a pretty safe bet. They're known for their expert skills at protecting, repairing and boosting their complexions, so any products they consider a must-have go right to the top of our beauty wishlists. So when we found out that both Hailey Bieber and Rosie Huntington-Whiteley – who are both known for their flawless skin – are huge fans of Medik8's r-Retinoate Intense cream, we knew it couldn't just be coincidence. The anti-ageing cream is touted as having 'dramatic' wrinkle reduction, not to mention quick and effective results, with visible changes said to be visible in as little as four weeks. The r-Retinoate Intense is usually priced at £229 for a 50ml container, however Medik8 is currently running a huge summer sale, which includes the celeb-loved anti-ageing cream. Currently it has a 20% discount, bringing the price down to £183.20 and saving you almost £45. Now we know this is still quite the splurge for many, so there are other retinol-infused night creams around that are a little more affordable. A 50ml tub of the Olay Retinol 24 MAX Night Cream Face Moisturiser is currently £21.99 down from £44 at Amazon, whilst Paula's Choice has slashed the price of its 50ml Anti-Aging Intensive Repair Moisturiser from £39 to £31.20. You can also pick up Perricone MD's High Potency Retinol Recovery Overnight Moisturizer for £30 for a 7.5ml tub. However, the r-Retinoate Intense comes highly recommended by plenty of celebs and A-listers, making it a great choice for those whose budgets will stretch to it. One reason the anti-ageing cream is such a favourite product is because of how quick and effective it is at showing results. It's said to take as little as four weeks for your skin to look brighter, firmer and smoother, as well as giving your skin 'dramatic wrinkle and dark spot reduction' in the same time frame. It's eight times stronger and 11 times faster acting than a typical retinol, with the r-Retinoate Intense 's formula using a blend of retinal and encapsulated retinyl retinoate that's exclusive to Medik8. It also combines five different anti-ageing technologies into one night cream, cutting down your routine time and giving you the same results. It also has an impressive 4.85 out of 5 star rating, which means it's not just A-listers who've seen great results from using the cream. One wrote: 'I love this. It makes my night-time regime so easy, one and done, no top coat of moisturizer needed. And I wake up looking better. It's not greasy and it doesn't dry out my skin.' Another agreed: 'This product is amazing, my skin feels so plump, soft and fresh.' Whilst a third chimed in: 'I love this product. It is pricey but I can definitely see an improvement in my skin. Fine lines have almost disappeared.' Of course, not all products will work for everyone, with one shopper saying: 'Sadly, however I applied this I experienced pilling. I even tried using a Medik8 cleanser (I normally use a micellar water from another brand) but still found it pilled. I also found it wasn't moisturising enough and woke with a few dry patches. Shame as I really wanted to love this so I could simplify my nighttime routine. Customer service were really helpful and made various suggestions but I continued to have the same issue so am reluctantly returning it However, others couldn't stop praising the r-Retinoate Intense, with one writing: 'Definitely at the higher age group and more. I have looked after my skin since a teenager, so it was pretty good. I have been using the r-retinoate range and pleased with that; but this takes it to a new level. A male friend even noted that I seem to be getting younger!'

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