Giving 10 Tumblr Aesthetics a Contemporary, Sustainable Makeover: A Secondhand Keyword Search Guide

It was the best of times, it was the worst of times. That is, growing up on Tumblr in the late-2000s to mid-2010s and witnessing the rise of the “aesthetic” fashion realm. Depending on which side of Tumblr you were on, Tumblr fashion simultaneously propelled fast fashion to megastardom and introduced the aesthetic value of vintage and secondhand clothing to an online generation.

As we former teen Tumblr girls have grown up and now write essays about nostalgia and sustainable fashion on Substack (guilty 🙋🏻‍♀️), we’re getting in touch with our inner teens and finding sustainable ways to channel our fashion sense, for which we needed to create an ultimate styling guide 💅🏽. 

The aesthetics listed in this article are inspired by those identified in ModernGurlz’s “Tumblr Aesthetics from the 2010s” video on YouTube. We’ve matched these aesthetics to their modern equivalents and created keyword banks that you can use to source secondhand pieces online (on platforms like Depop) to recreate these aesthetics in a contemporary way. Because once a Tumblr girl, always a Tumblr girl—but now a susty one!

The Tumblr Fashionista to “Fashion Journalist By Day, Substack Blogger by Night” Pipeline

If you were reading Rookie, writing a Tumblr blog, or reblogging runway stills, you’re probably a fashion writer now, whether professionally or as a hobbyist. Back then, you had great taste but limited funds. Now, with a deeper understanding of niche and high fashion, you can source all the avant-garde pieces of your dreams. This photo of a teenage Arabelle Sicardi in Rookie circa 2013, wearing Comme des Garçons, is a timeless example of girl blogger style.

Keyword Search: Avant-Garde, Structured, Ruffles, Pleated, Deconstructed, Asymmetric, Vintage Designer, Textured Fabric, Ruffles, Minimalist, Monochrome, Oversized, Sculptural, Archival Designer (insert your faves), or for example; Issey Miyake, Ann Demeulemeester, Rick Owens, Comme Des Garcons, Yohji Yamamoto, Maison Margiela, Jean Paul Gaultier

Found by searching “deconstructed”:

Kawaii > Sustainable Maximalism 

Kawaii fashion on Tumblr was hugely inspired by Japanese street style and Harajuku culture. If you’re looking for a more modern, mature way to explore this style, sustainable maximalism* is probably the direction you want to lean in. You can reference old FRUiTS magazine photos, easily found on Pinterest, and take inspiration from our favorite sustainable maximalists like Sara Camposarcone.

*At SB, we define sustainable maximalism in terms of aesthetics: more color, more patterns, more fun—LESS consumption.

Keyword Search: HarajukuHarajuku, Kawaii, Decora, Gyaru, E-Girl, Punk, Layered Skirts, Platform Shoes, Vintage Denim, Neon Colors, Baggy Pants, Upcycled, Chunky Accessories, Patchwork, Schoolgirl, Fur Leg Warmers, Printed, Kandi, Vivienne Westwood, A Bathing Ape (BAPE), Hysteric Glamour, Comme des Garcons

Found by searching “harajuku”:

Hipster > Indie Sleaze Revival 

The hipster aesthetic was one of the most mainstream styles on Tumblr back in the day. We might associate hipster style with its much cooler cousin, indie sleaze. The indie sleaze revival is in full swing, and if you want to look like you're here for a good time, not a long time (or like a character from Skins UK), indie sleaze is the aesthetic for you.

Keyword Search: Indie Sleaze, Y2K, Grunge, Scene Kid, Tumblr, Edgy, Skinny Jeans, Band Tees, Leather Jackets, Graphic Tees, Metallic Fabrics, Sequins, Mini Skirts, Ripped Tights, Plaid Shirts, Distressed Denim, Trucker Hats, Mesh Tops, Fishnets, Oversized Sunglasses, Animal Print, Chunky Boots, Converse, Layered Jewelry, Vintage Blazers, American Apparel, Diesel, Hot Topic, Betsey Johnson, Ed Hardy, Juicy Couture, Alexander McQueen, Marc by Marc Jacobs

Found by searching “indie sleaze”:

Twee > Coquette

We often associate Twee with the dainty, frilly, vintage-inspired looks seen on the likes of Zooey Deschanel, Alexa Chung, or even Michael Cera (lol). Today, the feminine elements of Twee have evolved into the coquette aesthetic, which still embraces lace, frills, and Peter Pan collars, mixed with heated intellectual debates about girlhood and its modern meanings.

Keyword Search: Coquette, Soft Girl, Romantic, Lolita, Femme, Cottagecore, Vintage Lingerie, Parisian Style, Lace Dresses, Slip Dress, Corset Tops, Babydoll Dresses, Puff Sleeve Tops, Pearls, Ribbon Bows, Mary Janes, Floral Print, Heart-Shaped, Pastel, Chiffon, Tulle, Satin, Vintage Nightgown, Garter Belt, Beret, Lace Gloves, Reformation, Mirror Palais, Realisation Par, Sandy Liang

Found by searching “coquette”:

Swaggie > Contemporary Street Style

Sometimes I get war flashbacks and whisper to myself, you a bad girl, and your friends bad too, ooh / we got the swag sauce, she drippin’ swagu, ooh. For a modern take on the swag aesthetic, we look to the kids of NYC street style who coined looks that blend nostalgia with contemporary street style trends, heavily featuring athleisure.

Keyword Search: NYC Street Style, Urban, Streetwear, Edgy, Casual, Streetwear Aesthetic, Varsity Jackets, Vintage Leather Jackets, Vintage Graphic Tee, Chunky Sneakers, Bomber Jackets, Crop Tops, Chunky Boots, Midi Skirts, Athleisure, Joggers, Layered Jewelry, Beanies, Distressed Denim, Platform Shoes, Streetwear Hoodies, Graphic Hoodie, Timbs, Crossbody Bag, Supreme, Off-White, BAPE, Rag & Bone, Acne Studios, Nike, Adidas, Levi’s

Found by searching “streetwear hoodie”:

Festival Fashion > The Pinterest Girl

Festival fashion of the Tumblr age was, in a word, appropriative. While the “boho” nature of fashion back then had its issues, there are elements we can take to build looks that fit today's festival fashion, largely inspired by Pinterest girls and their layered styling codes like flowy pieces with oversized t-shirts or hand-crocheted items.

Keyword Search: Festival Fashion, Flowy, Rave, Coachella, Fringe, Crochet, Cowboy Boots, Flowy Maxi Dresses, Lace Skirt, Sheer, Floral Skirt, Moto Boots, Roberto Cavalli, Stella McCartney, Influencer Aesthetic, Pinterest Aesthetic, Hair Clips, Sezane, Gingham, Ballet Flats, Rain Boots, NoDress

Found by searching “sheer lace skirt”:

Soft Grunge > Y2K Grunge

Soft grunge was the most popular alt aesthetic on Tumblr; we wore fishnets and creepers, had pastel-dyed hair, took hazy pictures, and cried about Kurt Cobain. Today’s most popular alt aesthetic draws from alt Y2K styles, which still overlap with the grungy 90s elements that define soft grunge!

Keyword Search: Oversized Band Tees, Plaid Skirts, Ripped Jeans, Mesh Tops, Platform Boots, Chunky Sneakers, Layered Chains, Slip Dresses, Cropped Hoodies, Beanies, Denim Jackets, Leather Jackets, Graphic Tees, Distressed Denim, Pastel Colors, Dark Tones (Black, Burgundy, Deep Green), Plaid, Stripes, Checkerboard, Chokers, Beanies, Bucket Hats, Chain Belts, Studded Belts, Layered Necklaces, Thigh-High Socks, Dr. Martens, Creepers, Tripp NYC, Grunge, Y2K Emo, Alt Aesthetic

Found by searching “alt aesthetic”:

Pastel Goth > Soft Goth

Pastel Goth kids were obsessed with Edgar Allan Poe quotes, wearing mostly black with touches of pastel, and their uniforms often involved creepers with white frilly socks. Now, we’re obsessed with owning Victorian mourning jewelry, wearing mostly black with white and pink accents, and designers like Simone Rocha and Dilara Findikoglu. This is probably one of the aesthetics that has stayed consistent and evolved just enough to be a bit more sophisticated, as dark romantic silhouettes and shapes are making their rounds amongst online fashion girlies.

Keyword Search: Soft Goth, Dark, Dreamy, Nu-Goth Aesthetic, Gothic Romance, Ethereal Goth, Witchy, Whimsigoth, Victorian, Edwardian, Balletcore, LLace, Velvet, Harness, Corset, Platform Boots, Long Gloves, Pearls, Chains, Silver Jewelry, Victorian Boot, Goth Chokers, Layered Necklaces, Crosses, Pastel Colors, Simone Rocha, Dilara Findikoglu, Demonia, UNIF

Found by searching “Simone Rocha”:

California Girl > Earth Angel

Growing up on the East Coast, I often fantasized about moving to LA, hanging out with hot skaters like Eddy Tekeli, listening to Lana Del Rey, and chilling at Venice Beach (though let's be real, most of my time was spent daydreaming about literally everything). However, one brand that epitomized the California Girl Tumblr aesthetic was Brandy Melville. After HBO’s Brandy Hellville documentary, there’s no way we're even considering buying their stuff second-hand (it feels ghastly). Instead, we’re transforming this aesthetic into an earth angel vibe—a style that embraces the beach, the mountains, the wind, and healing (especially after all that Brandy did to us)!

Keyword Search: Cali Girl, E, Skorts, Earth Angel, BeachyCali Girl, Ethereal, Flowy Maxi Skirt, Maxi Dress, Beach Coverup, Earth Tones, Natural Fabric, Angelix, Lightweight, Floral Print, Airy Silhouette, Minimalist, Romantic, Soft Fabric, Embroidered, Lace, Feminine, Earthy, Nature Girl, Vintage National Park T-Shirt, Skorts, Earth Angel, Beachy, Vintage Boots

Found by searching “earth angel”:

Art Hoe > Art Hoe 2.0

Art Hoes still love incorporating primary colors and geometric shapes into their style, but they’re not doing corny shit like wearing Van Gogh socks (I say, knowing full well that I have two pairs in my dresser from the Van Gogh Museum in Amsterdam). Their style has matured, much like their taste in art. Influenced by Art Deco, structured pieces reminiscent of sculptures, wearable art pieces, and hyper-niche artists that only they and their friends are fans of, their aesthetic has evolved into cultured expression.

Keyword Search: Primary Colors, Avant Garde, Daisy Yellow, Stripes, Upcycled Denim, Mom Jeans, Overalls, Vintage Denim, Pastels Structured Graphic T-Shirt, MoMa, Bedazzled Graphic Tee, Pathwork, Upcycled, Retro Aesthetic, Geometric Patterns, Maximalism, Rei Kawakubo, Dr. Martens, Fashion Brandy Company, Converse Primary Colors, Avant Garde, Daisy Yellow, Stripes, Upcycled Denim, Mom Jeans, Overalls, Vintage Denim, Pastels Structured Graphic T-Shirt, MoMa, Bedazzled Graphic Tee, Pathwork, Upcycled, Retro Aesthetic, Geometric Patterns, Maximalism, Rei Kawakubo, Dr. Martens, Fashion Brandy Company, Converse 

Found by searching patchwork :

No matter the aesthetic you ascribed to, Tumblr girls were known for being chronically online and queens of blogging, so follow us on Substack!

What kind of Tumblr girl were you then, and which one(s) are you now?