Let’s start with the basics; what is an aesthetic?
In philosophy, it’s the study of nature and appreciation of beauty and art, but how is it applicable to today’s terminology?
Well, most of us like looking at things we consider beautiful, and our subjectivity allows us to categorize the things we like vs. the things we don’t. The “social media” aesthetic works in a similar way. A creator takes pictures of things that fit into their concept of beauty (think of similar colors, a certain era, etc.) and after a while, this establishes an identity, a brand.
The main controversial aesthetic is the “Clean Girl” aesthetic. In theory, it sounds like good fun, but there are three main issues:
It feeds into lookism.
It pushes consumerism and materialism.
It limits creativity.
What is lookism? And how is it related to the aesthetic?
Lookism, just like sexism, racism, and all the -isms, is a prejudice. It’s a prejudice against people who don’t fit the beauty standard, and it bases all other qualities, like intelligence, on a person’s physical appearance.
The clearest example is the “Clean Girl” aesthetic. It is on the surface, a minimalist look— skincare, dewy makeup, and a low bun, but “Clean Girl” requires the existence of “Dirty Girl”, and here is where the problem begins. This aesthetic caters to a narrow demographic, putting mostly white women front and center, and alienating BIPOC women, fat women, women with acne, wrinkles, skin imperfections, and so forth. It also sets a new unattainable beauty standard, and if you cannot fit into the “Clean Girl” aesthetic, does that make you “Dirty”? The aesthetic and its standards punish women with natural hair and acne, deeming them “not good enough”.
The popularity of this aesthetic is only growing, getting promoted by celebrities and social media, so influencers and users who fit into it, gain popularity, while those who do not feel pressured to conform and change themselves to keep up. This feeds into lookism by reinforcing what is considered beautiful and acceptable, forcing a culture of appearance-based judgment and bias.
How about consumerism and materialism?
Consumerism is the continual purchase and accumulation of possessions, often influenced by societal pressure, driven by the belief that these purchases will help achieve personal happiness and cement a high social status. Materialism, on the other hand, focuses on the importance of these possessions and wealth in defining one’s identity and sense of worth.
The "Clean Girl" aesthetic promotes consumerism and materialism by suggesting that to achieve the ideal look, one must invest in expensive skincare products, designer clothing, and the luxury of time, thus equating beauty and self-worth with financial capability and material goods.
The products used in achieving the look, from high-end skincare to trendy clothes and accessories, can cost hundreds of dollars. It also requires free time for self-care routines and styling, a luxury unavailable to most. This idealized aesthetic that demands wealth and leisure alienates a large part of society and shames those who cannot participate, suggesting that they are somehow less successful or worthy.
Those who can't afford to follow the trend are labeled as poor or working class, creating a further divide in our society. All of this maintains economic inequality and enforces the notion that beauty and worth are tied to material possessions and socioeconomic status.
How does it limit creativity?
Creativity is based on uniqueness and innovation, so when we limit ourselves to a specific set of visual and lifestyle choices, creativity is restricted. This not only limits personal expression but also leads to a homogenized look where everyone looks the same.
The rise in popularity, as we previously talked about, pressures individuals to conform to a narrow ideal rather than explore their distinct styles and embrace their individuality. Adhering to the “Clean Girl” aesthetic means sticking to predefined rules—minimalist makeup, sleek hair, and even certain habits.
The emphasis on recreating an aesthetic overshadows more meaningful forms of creativity. Instead of pushing boundaries, it all becomes about fitting into a marketable trend, reducing self-expression into a formula that needs followers to gain social approval. Diversity and individuality are sacrificed for the sake of societal acceptance further exasperating the issue of limitation and restriction.
Where do we go from here?
Moving forward, it's essential to foster a more inclusive and empowering approach to aesthetics. Instead of conforming to rigid standards dictated by trends, we should embrace diversity and individuality. This begins with challenging societal norms and finding our unique selves.
Advocating for representation and visibility is one of the most important things we can do. Anywhere from celebrating different skin tones, hairstyles, and body shapes and promoting inclusivity. By doing this now, we create a more accepting environment for future generations to feel valued regardless of their appearance.
Making mindful choices and supporting environmental brands and influencers who prioritize ethical practices can shift consumer (our) behavior away from excessive consumption. By valuing quality over quantity, we can reduce the environmental impact of fashion and beauty industries driven by aesthetic trends.
Ultimately, it's about reclaiming our autonomy and defining beauty on our terms. By embracing our unique identities and rejecting narrow standards, we can pave the way for a future where creativity thrives, diversity is celebrated, and self-worth is measured by authenticity rather than appearance.
Further reading:
Against Interpretation and Other Essays by Susan Sontag (i love her)
The Consumer Society: Myths and Structures by Jean Baudrillard
No Logo: Taking Aim at the Brand Bullies by Naomi Klein
The Beauty Myth by Naomi Wolf
This is great. I didn’t know about the Clean Girl aesthetic, but your analysis is on point.