THE EFFORT IN LOOKING EFFORTLESS
Written for Introduction to Magazine Writing, December 2022
“I saw Cady Heron wearing army pants and flip flops, so I bought army pants and flip flops” Sydney Havlick, junior at Smith College, quoted from Mean Girls when discussing the rise of the cool girl aesthetic.
Influencing, a very twenty-first century term, is a strange phenomenon that holds true to the original definition of the word: to have an influence on. In this case “on” is followers on social media. Influencers brand themselves to particular audiences and gain followers who like their style or aesthetic, like the cool girl aesthetic, and therefore influencers become marketers for brands and products. And influencing is only growing.
The cool girl aesthetic gained popularity in late 2020 through 2021 primarily due to influencer Matilda Djerf. Djerf originally gained her own popularity in early 2020 for her hair. Camryn Nelson, freshman at California State University, San Marcos, recalled her as the “curtain bangs girl.” And her power as an influencer has only grown. People became obsessed with her effortless style and wanted to emulate that.
“I found Djerf last summer, she basically invented blowouts and linen pants,” says Havlick, “she wrote the handbook for summer fashion.” Havlick also says that Djerf is classic and cool, showcasing looks easily emulated by her followers. Havlick even says “I plan to name my daughter Matilda, after Matilda Djerf and Harry Styles’ song, despite having no potential suitors.”
And Havlick isn’t alone in her opinions. Currently sitting with nearly 3 million followers on Instagram and her brand Djerf Avenue, created in 2019, Djerf has truly created a name for herself as one of the driving forces behind the cool girl aesthetic.
Djerf loves comfortable clothing that helped with the transition back to “normal life” coming out of the pandemic. And what some stores carried post-pandemic has changed alongside Djerf’s style. Stores like Reformation, Aritzia, Madewell and Zara all carry clothing that fits with this aesthetic. Navigating life post-pandemic after living in sweat pants for two years, was an adjustment many are still getting used to. Djerf’s casual but elevated style is what has made her even more popular.
This aesthetic tends to revolve around beauty and style. Madewell employee and Diversity Chair for lifestyle publication Your Magazine, Nirvana Ragland defines the cool girl style as “minimalistic: just enough detail so that an outfit is undeniably cohesive but easily obtainable. Using pieces like t-shirts, hoodies, sneakers, and lots of accessories.” Ragland went on “well fitting clothing is also very important. Tailored pants that are just long enough and hit you at all the right angles really does change your entire outfit.”
But Matilda Djerf’s edge on other influencers is her exclusivity. Maddie Cruise, freshman at San Diego State University, says “she doesn't go on elaborate brand trips or wear over-the-top outfits people can’t recreate—she’s relatable, which has only helped her grow, in my opinion.” Cruise continued “she never blows up her followers’ feeds or posts sponsored content besides her own brand. She’s just chic and her style is recreatable. I think that’s why people love her.”
Camryn Ciancia, style editor for lifestyle publication Your Magazine, defines the cool girl as “effortless, comfy, yet cool. Lots of baggy clothing.” Ciancia says “the goal is to look like you just threw on what was in your closet, despite a lot of effort going into the look. The best way to describe this, outside of aesthetic terminology, is just classic. It’s about good staples like cashmere sweaters and vintage Levi’s.”
Ciancia also says she thinks “Djerf has become the face of this trend because of her attainable style and her brand, Djerf Avenue, which is on the pricier side but it serves as great inspiration. I urge everyone to keep thrifting and shop locally, you can still achieve the same look.”
But, “trends will always come and go” says Ciancia, “your personal style will always be in because it’s you.” It doesn’t matter if you are a Bella Bot, Matilda Minion, coastal grandmother, old Hollywood, Wednesday Addams girl—or any other aesthetic term trending online. The only style that matters is your own, so stay true to what you feel best in.