Chloë Isaac
Edited by Naomi Gupta
The appeal of the Clean Girl aesthetic at a glance is easily understood: it markets simplicity and effortlessness that are presented as attainable, combined with underlying themes of wellness and success. The fact of the matter is that the Clean Girl aesthetic requires far more of its devotees than just looking the part; it has developed a cult-like following through its promotion of itself as not only a fashion trend, but as a lifestyle.
We see trends appear (and disappear) constantly, and with social media as an avenue, content reaches impressionable audiences at a rapid pace. The Clean Girl aesthetic has been on the scene for a couple of years and has gained popularity and recognition through consistently being well-received.So what is it about the Clean Girl Aesthetic that has allowed it to become such a sensation?
The reason for the lasting reign of the Clean Girl aesthetic likely has to do with its advertised simplicity. The neutral colour palette is more timeless than other colour palettes, including neons, and while this aesthetic isn’t using new ideas or elements, we haven’t ever seen them featured together in a manner that has gained as much traction as the Clean Girl aesthetic.
Well, because no individual element of this aesthetic is really new, there’s no obvious answer to this question. The slicked-back hair, matching sets, lip gloss and neutral colour palettes (all key characteristics of this aesthetic) have previously existed for decades in the ever-entwined fashion and beauty industries.
Take the monochrome tracksuits that are so popular, as an example. In the 2000s, the iconic Juicy Couture velour tracksuits, complete with rhinestones and appearing in a range of colours, had the teenagers of that period hooked. The Clean Girl aesthetic has monopolized on clothing trends and elements that already exist, whilst failing to acknowledge the culture that these ideas stem from. This aesthetic appropriates Black and Brown beauty/fashion culture in its promotion of slicked-back hairstyles and gold jewelry pieces as unique elements of the “Clean Girl” look, ignoring the fact that they have been worn in these communities for many years. It’s important to note here that the Clean Girl aesthetic has been predominantly promoted by white girls over the course of its existence. This demonstrates a level of ignorance that is embedded within this aesthetic. It clearly is problematic, but why aren’t we talking about it?
So, what else is problematic about the Clean Girl aesthetic? For one, the look is not accessible to everyone, despite the way it’s marketed, as natural beauty. Why? Well, for starters, the Clean Girl look doesn’t really promote natural beauty, despite the way it’s framed. It instead promotes unrealistic beauty standards. So how has the Clean Girl aesthetic avoided backlash? Well, the language and terminology used in the discourse surrounding this aesthetic is cryptic enough that it disguises these factors.
The “no makeup”makeup look, for example, can be viewed as a step-by-step guide to acquiring flawless skin. What isn’t acknowledged is that “flawless” skin is an unrealistic beauty standard. We simply need to stop promoting perfection as the latest trend. Another issue with the Clean Girl trend is that it’s pricey to follow, and inherently out-of-reach for many people. The beauty and skincare products that are marketed to help consumers achieve clear, glass-like skin, on TikTok and other related media platforms, are inherently unaffordable, which makes this aesthetic a symbol of class. Popular beauty brands include Drunk Elephant, Glow Recipe, and Rare Beauty, all of which are sold at Sephora.
The Clean Girl aesthetic targets a wealthy demographic, and in turn, many individuals are excluded from the clique-ish lifestyle of this aesthetic.
Secondly, while personal health and wellness are important, and pilates workouts can be great, the health-related aspects of this aesthetic leave room for unhealthy obsessions to develop. Elements of diet culture that have been long retired have crept into the foundations of the “Clean Girl” look .
Let’s use lemon water as an example. There is no scientific evidence that consuming it can enhance your quality of life, but it has gained traction over social media as a nutrient-rich beverage with the power to detox your body. Whilst it’s a universally acknowledged truth that nobody should have to feel like self-improvement is necessary to achieve a look,the Clean Girl aesthetic seems to profit off of this outdated idea.
There’s also the question of whether this aesthetic could be to the detriment of second-hand shopping. Buying second-hand is a sustainable way to shop, compared to buying from larger retailers. Purchasing used clothing is also a great way to find unique and vintage pieces to add to your wardrobe. Within the Clean Girl aesthetic, however, uniqueness isn’t really a factor. The neutral colour palette, which is a staple among large brands like Aritzia, doesn’t really allow for much individuality, and as such, anyone would have far better luck compiling their “Clean Girl” uniform at one of these retailers than they would at a thrift store.
In summary, the Clean Girl aesthetic and itscomplications are likely here to stay. Ultimately, everyone should feel comfortable expressing themselves, even if the medium for this exists in a neutral colour palette. Does there need to be acknowledgement of the elements that are taken from Black and Brown cultures and the appropriation that has arisen? Absolutely, but I’m not sure whether or not that acknowledgement will be made. With all that said, the Clean Girl aesthetic isn’t my thing, and it might not be yours. Either way, this is my take: Blue eyeliner is always a fun way to spice up an outfit, a fun floral print goes with everything, and your body doesn’t ever determine how you pull off a look.
Photo Credits (As featured, from beginning of article to end):
Earrings: Stone and Strand
Image #1: https://www.pinterest.ca/akhang810/
Image #2: https://www.pinterest.ca/pin/6403624463350313/
Image #3: https://www.instagram.com/janetmock/
Image #4:https://www.drunkelephant.ca
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