When Crocs, Scrunchies and Hydro Flasks Meet

Kim Dixon

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Throw in a Peppa Pig because, well, that's trending on social media too. Alternate the Crocs with Vans or Birkenstocks. Along with the Scrunchie, add a Puka shell choker necklace and a ring or two. Wear an over-sized t-shirt, then grab a Hydro Flask bottle (attach several friendship bracelets to it) and some lip balm (preferably Carmex or Burt's Bees) and the look is set - the VSCO Girl, headed to a high school near you. But is that a bad thing?

My niece, 16, would say no, but I guarantee she wouldn't be considered one of the annoying, basic b**ch VSCO Girls who have given a cute, innocent, beachy style a bad rap. These extremes would be sporting a metal straw, preaching about saving the turtles, spraying Mario Basescu facial spray while making annoying tsk, tsk, tsk sounds and throwing in casual "and I oop" comments.

Laugh if you will but the VSCO Girl, associated with an aesthetic from the photo editing VSCO app, is rapidly becoming a lifestyle brand, trending on TikTok and Instagram, with the potential of making big bank. Arielle Charnas, fashion blogger and influencer, is about to prove it:

Billionaire Silas Chou, who was an early investor in Tommy Hilfiger and Michael Kors, is betting on Arielle Charnas next. Chou and his Vanterra Capital fund are participating in a $10 million funding round that values the Charnas brand at close to $45 million. The investment is one of the largest secured by an influencer to date, and indicates that Charnas wants to turn Something Navy into an independent business. In addition to securing the funds, Charnas has hired Matt Scanlan, co-founder and chief executive of Naadam, to help run her lifestyle brand.

Think about the trend for young fashion, especially that which promotes genderless expression. At bare basics, it's a wholesome look, sans above-mentioned annoyances. Even the mocking multitude are having to buy the basics to get a chuckle on social media, so it appears to be a win-win with the VSCO Girls having the last laugh.

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Comments (2)
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Michael  Loftus
Michael Loftus


It's like something from a horror/comedy.. I'm kinda in shock.