Visual styles and subcultures associated with the Internet
Vaporwave is one of the most prominent and notable early Internet-centric aesthetics that emerged in the 2010s
AnInternet aesthetic is avisual style,subculture orthematic trend that originated and proliferated primarily through theInternet.[1] Originally emerging out of the early onlineblogosphere amongMillennials in the late 2000s and gaining significant cultural traction throughout the 2010s and 2020s amongstGen Z. Internet aesthetics encompass a wide range of niche communities and visual identities associated with contemporaryyouth subcultures defined by their digital circulation, curated imagery, and symbolic references to technology, nostalgia, and alternative culture, typically blending elements of fashion, music, visual art, and memes.[2][3][4]
Although internet aesthetics have been influential to wider fashion,[9] visual art and music,[10][11] they have also been linked to the decline ofmonoculture and traditionalyouth subcultures, with writers often citing the fractured nature of theinternet and the proliferation ofmicrogenres as factors that are redefining the concept ofcounterculture in the 21st century.[12][13][14][15]
In 1988, the term 'Cybergoth' was coined byGames Workshop, for their roleplaying gameDark Future, which developed into a fashion style and subculture the following decade.[26]
By the mid-to-late 1980s,steampunk was coined by science fiction authorK. W. Jeter as atongue-in-cheek variant of "cyberpunk", to define aretrofuturist aesthetic blendingVictorian era design with steam-powered machinery.[27][28] These terms and earlyderivatives laid the groundwork for later aesthetic naming conventions in internet subcultures such asseapunk and slimepunk.[29][30] Suffixes such as-core deriving fromhardcore punk,-gaze deriving fromshoegaze,-wave deriving fromnew wave, and-punk deriving frompunk rock have been used to describe internet visual aesthetics. The termsleaze (as inindie sleaze) andcorecore arose in response to the over usage of-core to refer to visual aesthetic trends.[31] Internet aesthetics have also been influenced by and linked to thepost-Internet contemporary art movement of the mid-2000s to early 2010s.[32][33]
During the late 1990s and 2000s,mall goth emerged as a subculture to describe a style ofgoth fashion centered aroundnu metal,industrial metal,emo and theHot Topic store chain.[34][35] Due to the term emerging as apejorative, equal to the use ofposeur,[36][37] it was largely considered a separate subculture simply influenced bygoth.[38][39] With the increased usage of the Internet and social media in the mid-to-late 2000s,[40][41] mall goths became frequent users of sites such asMySpace[42] andPure Volume.[43] Other early internet subcultures includedscene kids[44][45] who emerged in the mid-late 2000s,[46] drawing influence frommetalcore,crunkcore,deathcore,electronic music, andpop punk,[47][48] as well as gaining popularity through the early social media websiteMySpace.[49] The fashion style of metalcore bandEighteen Visions, which was labelled "fashioncore", also helped originate the visual style and aesthetic of the scene subculture.[45] Additionally, the visual and fashion style of many 2000sindie music scenes, later labelled asindie sleaze, led to the emergence of thesoft grunge aesthetic, whichi-D magazine called one of the earliest internet aesthetics.[50]
By the late 2000s, several internet aesthetics would emerge amongstMillennials, with the rise of onlinemicrogenres during theblogosphere era.[51] One of the earliest examples of a purely internet-driven music microgenre waschillwave, which was coined by the ironic music blogHipster Runoff around 2009 as aninternet meme. Although microgenres and scenes coined online likeshitgaze,[52][53]bloghouse,[54]blog rap andblog rock[55][56] predated it, chillwave became the first musical genre to develop primarily through the internet.[57] Though it was strictly a musical genre, chillwave went on to be influential on future online aesthetic developments likevaporwave.[58]
The first widely recognized internet aesthetic wasseapunk coined byDJ Lil Internet in 2011, in a humoroustweet: "Seapunk leather jacket with barnacles where the studs used to be."[59] The term quickly spread onTumblr to describe a distinctive blend of 1990s web iconography, ocean motifs, and cyberpunk visuals. In 2012, seapunk gained mainstream attention when rapperAzealia Banks used seapunk imagery in her "Atlantis" music video,[60] while singerRihanna's "Diamonds" performance onSaturday Night Live drew visual aesthetic influences from the movement.[60][61] Seapunk was notable for its intentional embrace of kitsch and digital surrealism, marking the development of aesthetics as cohesive visual subcultures born entirely online, the aesthetic also developed into its own musical style, pioneered by musician and producer,Ultrademon.[62] This era saw the creation of similarly themed aesthetics likeHealth Goth,Whimsigoth andWitch house.[63][64][65] The first-core related fashion trend wasnormcore in 2013, a term coined by trend forecasting groupK-HOLE to refer to a style of plain clothing.[66][67][68][69][70][71]
At this time, several internet aesthetics began to emerge online with the most prominent and influential from this period beingVaporwave, derived from the termvaporware, was an internet musicmicrogenre, aesthetic and subculture that originally grew out ofhypnagogic pop andchillwave in the late 2000s to early 2010s. The visual aesthetic was defined byretro style imagery and earlyinternet iconography,1990s Web design,glitch art, andcyberpunk tropes, as well asanime,Greco-Roman statues,VHS degradation and 3D-rendered objects.[72][73] These aesthetics would also influence wider online culture, withinternet rapperYung Lean taking influence from vaporwave aesthetics.[74] The vaporwave era would prove to be a pivotal influence to later internet aesthetics, with many of its traits such as early internet nostalgia becoming a key inspiration in the late 2010s to early 2020s as seen with the revival of theY2K aesthetic[75][76] andFrutiger Aero.[77]
AnE-girl with typical fashion, makeup and gestures
By the late 2010s to early 2020s, platforms likeTumblr[78][79] declined in popularity giving way toTikTok andInstagram, where online aesthetics were now beginning to emerge fromGeneration Z. The popularity and proliferation of internet aesthetics in the early 2020s has been linked to theCOVID-19 lockdowns.[5] Aesthetics such asCottagecore[80] andDark academia[81] rose to prominence as lifestyle-centered communities. These were often tied to broader socio-cultural movements, such as a growing rejection of hustle culture and urban living.[82][32] Other aesthetics such asGorpcore,[83]VSCO girl, Weirdcore,[84]Kidcore, Webcore,[75]2020 Alt, andGoblincore also emerged in the 2020s. Theindie sleaze aesthetic was coined in 2021 to describe a visual fashion style that was popular during the 2000s to early 2010s.[85] Internet aesthetics have also been associated with wider fashion trends, such as the controversial Bimbocore.[86][87] Some aesthetics such asthe Backrooms, were coined on4chan, and led to the emergence of theliminal space aesthetic.[88]
Many of these styles were catalogued and discussed on community-curated platforms such as the Aesthetics Wiki, defined as a central hub for documenting 21st century internet-based visual aesthetics, fashion, styles, music and subcultures, it has been described bythe Atlantic as "a huge mall, a place to go shopping for a new set of characteristics and a firmer self-definition".[89][90][91][92]
Seapunk is a niche internet aesthetic that surfaced in the early 2010s, mixing aquatic themes like ocean waves, dolphins, and neon greens/blues with 90s cyber and rave culture elements. It influenced digital art, music visuals, and fashion, with the aesthetic being used byAzealia Banks andRihanna briefly before fading in mainstream popularity.[60][62]
Vaporwave is an internet aesthetic and microgenre that emerged in the early 2010s, characterized by nostalgic 1980s and 1990s visuals, glitch art, pastel colors, and slowed-down, chopped-and-screwed samples of elevator music and smooth jazz. It critiques consumer capitalism and digital culture. Artists likeVektroid andOneohtrix Point Never (Daniel Lopatin) and later rapperYung Lean helped popularize the genre and aesthetic.[73][74]
E-girl and E-boy refer to internet youth subcultures and aesthetics popularized on TikTok and Instagram in the late 2010s, blending emo, goth, anime, and gamer culture. Characterized by dyed hair, heavy eyeliner, striped shirts, and digital iconography like hearts and teardrops.
Weirdcore (as well as its subsection dreamcore) is an internet aesthetic emerging in the late 2010s characterized by early internet nostalgia blended with surreal, unsettling, and dreamlike visuals. It commonly features distorted VHS-style glitches and eerie landscapes as well as taking influence from theliminal space aesthetic. The style gained popularity through platforms likeTikTok.[75][103]
Cottagecore is an internet aesthetic celebrating a romanticized, rural, pastoral lifestyle with soft, natural colors, floral patterns, and handmade crafts. It gained prominence on platforms like Tumblr and TikTok in the late 2010s and early 2020s, emphasizing sustainability and escapism from urban life.
Goblincore is an internet aesthetic andsubculture inspired by the folklore ofgoblins, centered on the celebration of natural ecosystems usually considered less beautiful by conventional norms, such assoil, animals, and second-hand objects.[104][105][106]
Dark Academia is an internet aesthetic emerging in the mid-to-late 2010s, inspired by classic literature, academic settings, and Gothic architecture. It features muted earth tones, vintage fashion, and themes of intellectualism, melancholy, and existentialism. Popularized through social media platforms likeTumblr andTikTok during the 2010s.[5][81]
Kidcore is an internet aesthetic inspired by 1990s and early 2000s childhood nostalgia, featuring bright primary colors, pixel art, and references to toys, cartoons, and playground culture. It became popular on Tumblr and TikTok, emphasizing innocence and whimsy.[107][108]
^Duggan, Anne; Haase, Donald; Callow, Helen J. (2016).Folktales and Fairy Tales: Traditions and Texts from around the World, 2nd Edition [4 volumes]: Traditions and Texts from around the World. Santa Barbara, CA: ABC-CLIO. p. 835.ISBN978-1-61069-253-3.
.jpg)
