the return of the baddie era.

the baddie era is returning. not the 2016 version. this one is more serious. the looks are still full glam, straight hair, lip liner, gloss, archive fashion. but there’s more intention behind it now. less trends, more identity. digital camera content has increased significantly searches for “digital camera aesthetic” went up over 400% on tiktok in the past year, according to trend reports from later.com and glossytix. it’s not just nostalgia. people want content that looks more raw and less filtered. business ownership among minority women is growing again. between 2007 and 2017, the number of businesses owned by women of color grew by 94%, according to the amex state of women-owned businesses report. black women specifically were the fastest-growing group of entrepreneurs during that time. we’re seeing that rise happen again, but with more focus on sustainability and independence, not just visibility. interest in the “clean girl” look has dropped google trends shows a steady decline in searches since late 2023. at the same time, searches for things like “lip liner and gloss,” “bone straight hair,” and “archive fashion” have grown on platforms like pinterest and tiktok. archive and vintage fashion is getting more attention now than fast fashion in many spaces. sales at The RealReal grew over 40% year-over-year from 2022 to 2023, especially in categories like 90s and early 2000s designer. fashion resale is expected to grow 3x faster than the broader clothing market throug