In the age of social media, we are presented with an assortment of aesthetics and trends—ideas that are not only visually unique but promise a lifestyle associated with them. Aesthetics such as “clean girl,” “indie” and “cottagecore” fill our brains with curated images in which everything seems perfect.
But when we look further into the lens of these meticulously crafted aesthetics, we must consider the cost of conformity, a fee often paid in the loss of identity. It’s normal to gravitate towards concepts that resonate with our personalities and preferences, but when a carefully cataloged aesthetic becomes the only thing you allow yourself to be associated with, you need to re-evaluate the idea you have of yourself.
In terms of social media and online branding, an aesthetic is a visual representation of someone or something’s personality. The idea of having an aesthetic began in the early 2010’s and became popular thanks to Tumblr. Before being separated into the many categories we see today, it mainly equated to a broad characterization, including elements like Doc Martens, pleated skirts and the Arctic Monkeys. But that caricature didn’t apply to everyone and dozens more sub-aesthetics were created throughout the years.
When you can’t differentiate yourself from your interests, you have ultimately branded yourself. When someone asks us to describe ourselves, and all that comes to mind are abstract concepts and ideas that fit into the mold we have adopted, serious self-reflection is needed. Instead of thinking of traits or hobbies, it’s the unattainable, generic style that is becoming the focal point of our personalities. Our focus has shifted to having others perceive us in the desired way we see fit instead of having our true selves be known.
Capitalism feeds off of this self-branding. Companies and influencers are going beyond selling just a product, they’re selling a lifestyle. Consider the clean girl aesthetic. It promises flawless skin with a seven-step skincare routine, luscious hair with a scalp mask for every day of the week, white-walled apartments and bedding as manicured as an Ikea catalog. The dozens of products endorsed by influencers floods our timelines and for you pages, allowing us to believe that with one product we can achieve this elusive lifestyle and aesthetic. But in reality, you fall into a cycle of overconsumption you’re forced to keep up with to make sure the aesthetic you want remains intact.
Conforming to an aesthetic is not solely a personal choice. Herd mentality plays a key role. Social media has the ability to coerce us into thinking we need to conform to these styles. The desire to obtain an aesthetic becomes a quest for peer approval and validation; obtaining the aesthetic becomes more focused on feeling included amongst those who showcase it than actually enjoying what it is. This need to fit into a category often stems from a lack of identity. The hyperfixation that is placed upon achieving what others perceive as a well curated aesthetic will only lead to a dent in your bank account and a feeling of unoriginality. You become fixated on unrealistic and unattainable traits.
While aesthetics can be a way for us to find new interests and explore new topics, they should not become the sole identity we carry with us. Although they can spark creativity, they can diminish our individuality just as easily; they should not define who we are. There is a heavy lack of self-awareness used when perusing online platforms. Being aware of the content you’re consuming and the way in which it affects you and your self-concept is a necessity in this current age of technology and social media.