![]() ![]() "A lot of what the company was working on - the tools that it built, the programmes that it created - was very much focused around what we refer to as the casual creator," he explains. Wittman describes the ethos of the company, from the beginning, as both for and as a result of "folks who lived and breathed creativity." The app has always provided users with a designated page for their edits, where users can post and comment on the content produced. (opens in a new tab) (Opens in a new tab)įormerly known as VSCO Cam, the photography app was launched in 2011 (Opens in a new tab), offering an editing toolkit and a range of preset filters. The company's current president, Eric Wittman, tells Mashable that the trend was "a really unique moment for the company, which was also unintentional." The intense virality (Opens in a new tab) of the VSCO girl inadvertently became an opportunity for its namesake app, which today is being shaped as a platform for the artistically-inclined, professional creator. And she captured these facets making up the DNA of the VSCO girl with filtered pictures via the VSCO app, later posting them all over Instagram. The VSCO girl wore neon-hued scrunchies, oversized sweatshirts, and ripped denim shorts she used a Hydro Flask and drank Starbucks frappuccinos she likely owned Birkenstock sandals and a pastel Polaroid camera. ![]() The term, derived from the app (Opens in a new tab), referenced a sect of teenage girls and a distinctive aesthetic (Opens in a new tab) attributed to them. In 2019, before TikTok's "clean girl" (Opens in a new tab), the VSCO girl (Opens in a new tab) was a noted figure. ![]()
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