The idea of branding is one embedded in the subconscious from a young age. We learn to associate with brands’ messaging more than the items they sell. What happens when that association switches from products to people?
The things we surround ourselves with have become shorthand for who we are. Consciously chosen or not, these things have meanings whether we want to embrace them or not. Social media has expedited the process of assigning items into boxes. Take Brandy Melville for example, the brand has built a reputation for one-size-fits-all sizing. Seeing someone wearing Brandy Melville can trigger an entire set of assumptions before we’ve even talked to the person. Even if the wearer simply liked the shirt, the perception surrounding it is larger than that.
Why do we feel the need to assign ourselves to a group? Starting around 2018, there was a big internet trend that has continued to manifest itself over multiple apps and generations of girls discovering the internet. The idea of a “starter pack” turned individual interests into a formula for belonging. For example, the VSCO girl starter pack is one that many are familiar with. Hydroflasks, Vans, Burt’s Bees chapstick, and Birkenstocks are all noted as “must-haves” to fit into this box. Another question posed: what happens to the girls who just want a comfy slip-on shoe or a reliable water bottle? When we assign meaning to brands/items, we take away the chance for originality. If every brand puts you in a box, where do we find ourselves?Â
Another point that’s important to note, is that unique niches or people trying to be different on purpose can lead to a recognizable and sought after aesthetic. A casual photo dump from a fun weekend with friends is often noted as something highly curated and another thing that defines a person. An effortless approach to social media, decorating, or dressing is its own category in of itself. Scrolling through my phone, I feel like I constantly see everyday normal things turned into aesthetics. Coastal granddaughter, tuscan mom, whimsical elementary school teacher are a few examples of this phenomena. I’ve seen it go as far as colors and fruits as an aesthetic to become. This is a much bigger problem in 2026 than it ever was in 2018 because of the overwhelming desire from the internet to be a category. Simple lifestyle habits are turning into a guideline to live within.Â
I’ve found this social media obsession to be true in my life. When walking around campus, sometimes I recognize the aesthetic the person looks like they fit into before meeting them. An entire set of assumptions is unconsciously put into my mind about other people. I also feel obliged to make myself into a brand. There is a pressure to be memorable or recognizable, which makes the aesthetics and social media an easy rabbit hole to fall into. Having an exact formulated template in a way makes things like getting dressed or developing an identity easier. However, it is limiting because it brings in conflicting morals and less chance to explore who we are apart from material items. Say American Eagle jeans are a key part of the effortless cool girl aesthetic but I disagreed with the AD they realized with Sydney Sweeney; I would be forced to change my morals or my identity.Â
When things come with an assumption, it’s difficult to sift through what we like and what we actually value. We don’t need to stop choosing things based on meaning, if it is one that resonates. Assumptions categorized by logo or brand only do not define us. The search for an identity or people similar to us should be separated from material items. It isn’t a bad thing to what can come with fitting into a certain box, we should simply encourage different ways to find connections. Individualism is the pursuit of an identity that feels chosen and not assigned. Sometimes, the overlap of these socially assumed items from different “groups” is where our true selves shine through.