Tumblr’s Aesthetic Legacy: How a 2014 Platform Is Shaping Gen Z Trends
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The beauty and fashion choices of today’s Gen Z are surprisingly rooted in the digital landscape of the past, specifically the now-resurgent aesthetic of Tumblr. The platform, which boasted over 100 million users in 2014, served as a crucial incubator of taste for Millennials and is now experiencing a revival as its visual language-characterized by a specific mood and style-influences a new generation.
The make-up trends gaining traction among younger generations echo styles popularized on Tumblr. Glitter on the eyes, deep side partings, thick eyebrows, and a deliberately undone aesthetic – even “forgotten” concealer – are all hallmarks of this online aesthetic. This isn’t a coincidence. even before the algorithmic dominance of Instagram and TikTok, Tumblr had already codified a unique visual language built on flashing GIFs, literary quotes, grainy video clips, and distinctive beauty looks that are now enjoying a comeback.
This influence is extending beyond social media and onto the runway. We are seeing a return to shaded eyeliner and grunge-inspired hints, reminiscent of iconic figures like Lana del Rey and Effy Stonem from the television series Skins, both of whom embraced a deliberately smudged and imperfect makeup style. Similarly, the bold looks championed by Cara Delevingne – notably thick eyebrows paired with dark, matte lips – are once again gaining prominence.
The Speed of Digital Culture and the Reinterpretation of the Past
Gabriela hernandez, author of Classic Beauty: The History of Makeup, and founder of the vintage-inspired cosmetics brand Bésame Cosmetics in 2004, understands this cyclical nature of trends intimately. “On the market I couldn’t find the romantic style of cosmetics that I appreciate so much. So I created them myself,” she explained. Hernandez notes the accelerating pace of trend cycles in the digital age: “Before, trends were seasonal, but now the speed of digital culture means that a look materializes in days rather than months.”
However, Hernandez emphasizes that revivals are rarely exact replicas. “It never happens that looks from the past come back intact. Rather,thay are taken up by a new generation that wants to experiment and reinterpret,” she stated. This process of adaptation and personalization is key, allowing for a fresh take on classic styles. “By studying the topic, selecting, adding my style and translating to the present. Because many interesting things risk being lost, but can return in a new key.” She further points out that unlike the more centralized fashion landscape of the 1920s-1950s, today’s trends are more fragmented and diverse.
Beyond Makeup: A Broader Aesthetic Revival
The return to the Tumblr era extends beyond makeup, influencing broader trends in design and fashion. Wired headphones, vinyl records, and even Jeffrey Campbell’s Lita boots – a defining footwear style of the early 2010s – have reappeared in collections and the personal style of figures like Taylor Swift. This demonstrates how the aesthetic born online has permeated mainstream culture, leaving a lasting legacy.
It’s crucial to acknowledge that the “golden age” of Tumblr wasn’t without its complexities. The platform also facilitated the spread of harmful content, such as “thinspo” – imagery promoting extremely thin bodies in a hyper-sexualized manner. However, the power of revisiting the past lies in the ability to selectively embrace its positive aspects, fostering a creative dialog between different eras.
Hernandez is currently working on a project celebrating the legacy of Maria Felix, the iconic Mexican actress who passed away in 2002. “She was the queen of cinema in Latin America from the 40s to the 90s. She was a fiery woman, with a classic look and a passion for snakes and alligators which she proudly wore in exclusive Cartier jewels.” Hernandez encourages audiences to explore Felix’s images online, asserting that her contributions to style and culture deserve to be remembered.
