The Summer Aesthetic

In a year dominated by various “aesthetic trends” (step forward Pink Pilates Girl, or continue to hole up in Dark Academia) it’s no surprise that vacation season brings its own unique look.  Whether deep in vacation mode or still revelling in their new-found freedom, kids are itching to embrace the holiday vibes, and we asked our panel of kids and teens from our Trendspotters what that means to them.  

Inspired by social media and mainly embraced by girls, the Summer Aesthetic touches everything from music to clothing, skincare to crafting. 

"I've been on Pinterest looking for more aesthetic pictures for TikTok, hair and outfit inspo and also airport outfit inspo! Because we are going away in summer I saw this thing saying to wear your shorts under joggers for when you land and it’s hot." - Lori, UK Trendspotter 

We know that Millennial parents embrace any reason to celebrate and look for opportunities to create occasions from occasions! So, as we’ve seen Halloween explode over the last few years, now it’s all about the Summer Aesthetic. 

But what defines a Summer Aesthetic? There are many from European Summer to Coastal Summer but like most things Gen A, it can be highly individualised with kids and teens selecting the core elements that fit with their vision: 

“I also got these tops in different colours from Primark, they've got seamless sets that I like. I've got to think about what to wear this summer." - Elizabeth, UK Trendspotter 

“I plan to have a busy summer hanging out with friends. Later I’m going to my friends to go swimming and next week she’s invited me to her brother’s birthday party. And look at my pastel multi-coloured summer nails. I did them myself.” – Lola, US Trendspotter 

The colour palette is bright or pastel and motifs associated with the Summer Aesthetic include tropical patterns, fruit, and anything beachy from crabs to pool floats. Foods like popsicles and S’mores are fancied and along with a summer Spotify playlist set the mood – regardless of kids’ vacation plans. 

But beyond the fashion and food what really distinguishes the Summer Aesthetic is activities that are distinctively not school/normal life and elevate that sense of occasion for those 6 – 12 weeks (depending on region) of freedom. 

"I'm going on holiday with my friend and we’ve made a summer bucket list.  We are going to make a scrapbook to tick off all the things we’ve done. I've seen them on TikTok. It'll be a real one and we won't use up my iPhone storage." – Rose, aged 11 

Several overarching trends come together in the Summer Aesthetic: the desire to celebrate at every occasion, Gen A’s desire to curate their lives and the over-arching influence of social media. Summer prep is nothing new from yearning for Jesus sandals to the latest Jibbitz-accessorised Crocs that would just make the summer holidays perfect! But what is different for Gen A is the way they can frame it as an aesthetic in an effort to “curate” the summer they desire.   

If you'd like to find out more, please get in touch with the team and use our Brain today.