Not Just One Vibe: Why Gen Z is More Than a One-Note ‘Aesthetic’

Understanding Gen Z’s Cultural and Digital Identity

The Multi-Faceted Generation

We've all heard it: Gen Z is the social media generation, the trendsetters, the ones shaking up the status quo. But, who would have thought, they're not all cut from the same cloth. Beneath the hype, Gen Z, like any other generation, is an incredibly diverse group with tastes, values and personalities. Labels aren’t really doing them justice.

Visualize walking into a bustling café. At one table, a group debates the pros and cons of various mental health apps, sharing tips on mindfulness and self-care. In the corner, someone is live-streaming a gaming session, while others are deep into a discussion about intersectional feminism.

Meanwhile, everyone wears everything, and multiple styles are often blended until the references become almost impossible to trace. From Y2K to e-girl, from the clean girl hype to dark academia and everything in between, Gen Z is a mosaic of interests, passions, and identities that defy a single ‘aesthetic.’

Born between 1997 and 2012, Gen Z has grown up in a world of rapid technological advancement, cultural shift, call for equality and global connectivity. A generation raised on the internet doesn’t follow a single set of rules. They curate their identities in real time, drawing inspiration from various subcultures, eras, and online communities. Gen Z isn’t just consuming trends—they’re the ones setting and remixing them. And just when you think you’ve caught their vibe, they’ve already moved on to something you haven’t even heard of yet.

Breaking the Myth of a Monolithic ‘Aesthetic’

It’s tempting to define generations by dominant trends and put them into tiny and neat organized boxes, especially for the creative industry. For Gen Z, the media often highlights styles like ‘e-girl’ or ‘cottagecore,’ suggesting a uniform way of self-expression.

However, the idea that Gen Z follows just one aesthetic at a time is not only wrong—it’s lazy. If anything, Gen Z is a patchwork of micro-trends, each with its own mood, vibe, and following.

Here are just a few examples:

1. Cottagecore: The Pastoral Dream

Cottagecore romanticizes rural life, emphasizing simplicity, nature, and a return to traditional crafts. Think soft linen dresses, homemade bread, and cozy countryside aesthetics. This trend is partly a reaction against the fast-paced digital world, offering a sweet escape.

📖 Further Reading: iGen by Jean M. Twenge explores how Gen Z's digital habits shape their worldviews.

2. Goblincore: Finding Beauty in the Unconventional

Goblincore embraces the overlooked and imperfect aspects of nature: mushrooms, frogs, and the allure of the forest floor. It aligns with sustainable values, often promoting thrifted fashion and second-hand finds.

🎧 Podcast Recommendation: Marketing to Gen Z by Brand Innovators discusses how brands tap into these niche aesthetics.

3. E-Boys and E-Girls: The Digital Alternative Scene

Rooted in platforms like TikTok, E-Boys and E-Girls borrow elements from emo, punk, and anime culture. With bold makeup, layered outfits, and chain accessories, their aesthetic is a modern twist on alternative styles.

4. Dark Academia: The Romanticization of Knowledge

Dark Academia draws inspiration from classic literature, ancient art, and the pursuit of knowledge. It romanticizes learning and the arts, encouraging introspection and a deeper appreciation for intellectual pursuits.

5. Clean Girl Aesthetic: Minimalism and Wellness

A newer trend, the "clean girl aesthetic" revolves around minimalistic make-up (“no make-up make-up”), skincare routines, pastel nails (think of the “glazed donut” nail trend, firstly initiated by Hailey Bieber… don’t quote me on that though) and effortlessly sleek outfits. It represents an idealized version of self-care and productivity.

6. Clowncore: The Playful and Chaotic Subculture

Clowncore embraces exaggerated fashion, bright colors and theatrical accessories. This aesthetic represents a sense of rebellion against perfectionism, highlighting humor and bold self-expression.

Gorpcore: Fashion Meets Functionality

Named after “Good Ol’ Raisins and Peanuts” (a reference to trail mix), gorpcore is all about practical, outdoor-inspired looks. Think Arc’teryx fleeces, hiking boots, and oversized puffer jackets. It blends utility with streetwear, proving you don’t have to be climbing mountains to dress like you are.

4. Coquette: Hyper-Feminine Meets Edgy

Lace, bows, ballet flats, and pearls—paired with a knowing, almost ironic attitude. The coquette aesthetic pulls from vintage romance, mixing softness with subversiveness. Sabrina Carpenter or Olivia Rodrigo are current examples for that.

5. Cybercore: The Digital Future

Neon, techwear, digital landscapes, and metallic aesthetics. Cybercore takes inspiration from the internet itself, blending elements of futurism and virtual escapism.

But that’s barely the tip of the iceberg. The best part? These aesthetics aren’t set in stone. Gen Z is pulling from multiple trends, creating new ones and morphing them into their own unique style.

The “Other” Side

That said, this fluidity exists alongside a growing wave of conservative youth, particularly in the U.S. While many Gen Zers embrace progressive ideals, there is a significant counter-movement of young conservatives, fueled by online spaces like Twitter, YouTube, and TikTok. Young Trump supporters, rich white conservative men, and reactionary influencers are carving out their own version of Gen Z identity—one that stands in stark contrast to the more progressive, gender-inclusive, and socially aware segments of the generation. This trend is also swapping over to europe.

For every gender-fluid TikTok influencer, there’s a viral clip of a young conservative pushing back against LGBTQ+ rights, racial justice, or progressive policies. This cultural clash within Gen Z is becoming more apparent, highlighting that the generation isn’t just a monolith of inclusivity and leftist ideals—it’s also producing outspoken reactionaries who reject the very changes their peers already have accomplished.

The overturning of Roe v. Wade didn’t just roll back federal abortion rights—it handed the power to individual states, leading to bans and severe restrictions in much of the country. At the same time, the backlash against DEI (Diversity, Equity, and Inclusion) initiatives is gaining momentum, further fueling concerns about civil rights regression. It’s a stark reminder that progress is never guaranteed and that pushback is just as real as the progress itself.

The result? A generation that is both: incredibly accepting and deeply divided at the same time, showing that Gen Z isn’t heading in just one direction—it’s splintering into many.