The look made famous by the platform just doesn’t resonate anymore.
As Instagram has grown to more than 1 billion monthly users, it has ushered in a very particular look: bright walls, artfully arranged lattes and avocado toast, and Millennial-pink everything, all with that carefully staged, color-corrected, glossy-looking aesthetic. Photos that play into these trends perform so well on Instagram that the look became synonymous with the platform itself, then seeped into the broader world. Even if you don’t use the app, you’ve undoubtedly encountered an “Instagram wall,” a pop-up experience like the Museum of Ice Cream, or a brightly patterned restaurant bathroom just made to be photographed.
No one has capitalized on this look’s popularity more than influencers. Some have even started to make thousands of dollars on photo presets that warp anyone’s pictures to fit this mold. But every trend has a shelf life, and as quickly as Instagram ushered in pink walls and pastel macaroons, it’s now turning on them. “Avocado toast and posts on the beach. It’s so generic and played out at this point. You can photoshop any girl into that background and it will be the same post,” said Claire, a 15-year-old who asked to be referred to by a pseudonym because of her age. “It’s not cool anymore to be manufactured.”