In an era where TikTok reigns supreme, internet culture and irony have taken a certain hold on the fashion world. This has become abundantly clear with the internet’s current obsession with everything from tops to skirts printed with sayings you might see in a comment section, like “Slay era” or “Yas.” Specifically, brands such as Praying, Omighty, or Ogbff have jumpstarted the trend by creating anti-fashion fashion campaigns with internet IT girls like Devon Lee Carlson or Addison Rae. Brands like these have found a way to capitalize on the steady resurgence of y2k and turn that fashion and aesthetic into a niche that is so tacky it’s iconic. Additionally, the photography style of these campaigns, where models are sprawled in raunchy poses and embellished with over-the-top outfits, creates an overlapping sense of humor in a visually appealing way. The raw and unedited feel of these images is what makes the fashion subculture feel so inviting to a generation tired of the pristine marketing they’ve seen countless times. Ultimately this post-ironic lens that this subculture of fashion is being seen through is a joke on fashion itself that only generations raised on the internet are in on.
Creative Direction, Words, and Photography by Cameron White.
Styling by Anna McGregor and Cameron White.
Makeup by Grace Gibson.
BTS by Molly Harne.
Talent by Anna Jara and Glynnis Leach.