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We spoke to the brands behind Gen Z’s highly aestheticized (and widely parodied) personal brand. By Becky Hughes The 15-year-old YouTuber Emma Marie’s video “The ultimate VSCO sleepover,” posted in ...

If you’ve noticed that your tween or teen girl has been regularly wearing a uniform of oversized T-shirts, Birkenstock sandals, shell necklaces and messy buns held in place with scrunchies, she may be ...

Long before Instagram toyed with removing “likes,” VSCO, an Oakland-based photo-sharing and editing app, built a community devoid of likes, comments and follower counts. Perhaps known to many only ...

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