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It’s the dead zone of Hot Girl Summer, but another label has dominated the feeds, confusing older millennials and Gen Xers who never thought they’d have to see scrunchies and puka shell necklaces ...

VSCO girl is a Gen Z clothing, accessories and lifestyle trend. Experts say it's representative of a larger shift in teen culture to strong brand associations. Brands like Vans, Pura Vida, Fjallraven, ...