The “clean-girl” aesthetic, the Internet has decided, is out. Or at least now covered in gemstones.
Earlier last month, social princess Kylie Jenner rang in her last 20-something birthday with a bedazzled soiree. The party came complete with a gaudy cake and drink cups, kitty decor, and a hot pink dress code. Social media quickly took hold, as it tends to do, and praised Jenner on her playful “whimsymaxxing.”
Photos via Kylie Jenner’s Instagram
What-maxxing?
For those not chronically online, "whimsymaxxing" is the art of infusing childlike wonder, sparkles, texture, and color into your everyday routine. Think topping cold foam with sprinkles or sticking rhinestones all over your Korean face mask.
But the fanciful trend didn’t start with Jenner or her social circle. It’s popped up all over TikTok and Instagram in the past few weeks (years if you count Olivia Rodrigo's Sour album cover, decades if you count the Bedazzler kits we had as kids) as an attempt to bring fun into the mundane. You might even call it an extension of “romanticizing your life”. Perhaps we're longing for the Lisa Frank stationery and popstar aesthetics of the early 2000s.
Still, everyone is understandably fried. Whimsymaxxing is a sort of comedic relief to the widespread pressure of a crushing economy and work stress. You can’t escape a 9 a.m. presentation on a Monday, but you can treat yourself to a bougie iced latte on your way to work.
When done mindfully, it’s a low-effort way to brighten up a boring routine.
When we analyze the prefix of the trend, what exactly is the whimsy we’re trying to max here?
What does being whimsical actually mean?
At its very core, whimsy is playful, imaginative. It stems exclusively from creative impulse rather than preplanned logic. Instead of taking a daily route home, for instance, you may decide on a whim to take a more scenic route.
However.
Who are the gatekeepers of whim?
The issue with social media’s representation of whimsy is that it often refers to something you can buy rather than something you can be. And it’s important to note that wanting to be something doesn’t automatically make you that thing. Ergo, wanting to be whimsical doesn’t automatically make you whimsical.
If you’ll allow me to be a snob, a whimsical state of mind must be earned.
You wouldn’t show up to participate in the Chicago marathon without first analyzing your gait, committing to a training program, et cetera. Putting on a pair of trainers and showing up at the starting line doesn’t exactly make you a runner.
In the same vein, a rhinestone-covered face mask does not a whimsical person make.
Reducing lifestyles, personalities, and unique character traits–things that are cultivated over time–into a neatly packed Amazon storefront is dangerous. It roots identity in material things, ultimately leading to an unsustainable shopping overload.
That being said, the idea actually aligns more with the younger generations’ definition of identity than we’d like to admit. According to a study conducted by Vox Media and Horowitz University, “Gen Z-ers identify themselves first and foremost based on their personality traits, hobbies, interests, and passions,” rather than more traditional markers like race, gender, and physical characteristics.
Gen Alpha, arguably the most technology-proficient generation, is in fact the one that prioritizes authenticity and mindfulness online the most, a Razorfish study found. According to data from public relations firm DKC, Gen Alpha controls $101 billion of consumer spending power. That, coupled with a generation that’s prioritizing authenticity, interests, and relatability, is a win-win for brands. People are expressing themselves through gemstones, posting their bedazzled beauty products, and brands are getting free advertising.
When we constantly claim a trait or quality without doing the work to become it, we become…entitled. (Remember when everyone was dressing like a mob wife? Chills.) Your experiences and values are what shape your identity from the inside out, not what you buy or wear.
Drawing that identity from the Internet is a double-edged sword. No matter how shiny or relatable the exterior looks or who is convincing you that you need this product, it’s important to consider that digital marketing is just a way to sell more stuff.
Chasing aesthetics is unsustainable. But if you really want to incorporate more whimsy into your life, it's time to look within, my friend.
True whimsy doesn't cost a dime.
Do you think Tinkerbell, the most whimsical creature of all, subscribed to an Amazon Prime membership to furnish her little cove or accessorize?
Think about it.
There’s nothing wrong with wanting to nurture a natural sense of whimsy. If anything, learning to be resourceful and see beauty in everyday objects is a necessary skill in itself. It’s important to separate your natural, deeply personal creativity from what the beauty industry and billionaire influencers are trying to sell.
If your goal is to be more whimsical, there's no way around it but to use your imagination. Here are some practical ways to cultivate it:
- Wear the “one day” outfit that’s hanging in your closet. @lexieshoaibi’s series Wearing My Awesome Stuff to Boring Stuff or Meg Ruocco’s series Is It Cool Or Stupid (both on TikTok) are great inspiration.
- Start a tiny ritual. Whether that’s making pancakes from scratch on Sunday mornings, lighting a candle before you start working, handwriting your grocery list in pink pen, or turning on a 2000s rom-com playlist while you get ready, draw on your senses to add intentionality.
- Embrace the seasons. Seasonal decor can feel over-consumptive, but you can swap recipes, scents, beauty products, and clothing that only get used during a particular season. Embrace the pumpkin spiced latte.
- Pick a theme for the month. Maybe you try wearing the color green every day or watching strictly documentaries or only using produce from the farmer's market.
- Become a regular somewhere. Learn the names of your favorite cafe’s baristas or visit a shop you’ve never been to until the owner knows your name. Make the most of your community and allow others to know you.
You choose how you want to be defined.
Remember that being whimsical isn't about being the most logical. As cheesy as it sounds, it's all about finding the magic.