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is the return of 'indie sleaze' fashion's response to the 'clean girl' aesthetic?

Tegan Shiers
Aug 13
3 min read

For the past couple of years, fashion has been dominated by the "clean girl" aesthetic—a polished uniform of slicked-back buns, neutral tailoring, minimalist makeup, and quiet luxury. Built for Instagram feeds and TikTok algorithms, the look became synonymous with effortless perfection. But as trend cycles continue to accelerate, a different aesthetic is beginning to take its place.



What is the “clean girl” aesthetic and why has it dominated social media for so long?

The "clean girl" aesthetic emerged in the early 2020s as one of social media's most influential fashion and beauty trends, characterised by neutral colour palettes, minimalist tailoring, glowing skin, slicked-back hair, understated jewellery, and an emphasis on effortless luxury. Popularised by influencers and celebrities across TikTok and Instagram, the look projected an image of discipline, wellness, and quiet sophistication. The rise of "quiet luxury" further cemented the aesthetic's dominance, encouraging consumers to invest in timeless wardrobe staples rather than overtly branded statement pieces. Perhaps most importantly, the clean girl aesthetic was perfectly suited to the algorithm-driven nature of social media. Its muted tones and polished appearance created highly shareable content that reinforced an ideal of curated perfection. Yet, as the aesthetic became increasingly popular, many began to question its exclusivity and the unrealistic standards it promotes, arguing that its promise of effortless simplicity often conceals significant financial privilege and the labour required to maintain such an immaculate image.


The return of indie sleaze

Enter indie sleaze, a deliberately chaotic aesthetic rooted in the late 2000s and early 2010s, characterised by skinny jeans, battered leather jackets, vintage band T-shirts, laddered tights, smudged eyeliner, and deliberately undone hair. Inspired by the era of indie music venues, disposable digital cameras, and festival culture, the look evokes the energy of Britain's indie scene, where style was defined less by perfection and more by personality. Its recent resurgence across TikTok and Pinterest reflects a growing nostalgia for a time before social media feeds became dominated by algorithms and carefully curated aesthetics. Unlike the polished restraint of the clean girl trend, indie sleaze embraces spontaneity, imperfection, and a sense of organised chaos. Mismatched layers, worn-in fabrics, and scuffed boots replace immaculate basics, while individuality takes precedence over uniformity. More than a nostalgic revival, the return of indie sleaze reflects a wider cultural fatigue with perfectionism, signalling a renewed appetite for fashion that feels expressive, carefree, and authentic in an increasingly curated digital world.


The contrast between these two aesthetics has created something of a divide across social media, with users increasingly aligning themselves with one visual identity over another. On one side, the clean girl aesthetic promotes minimalism, routine, and carefully curated perfection, filling feeds with neutral wardrobes, wellness rituals, and immaculate interiors. On the other, indie sleaze celebrates spontaneity, nostalgia, and a deliberately unpolished approach to both fashion and lifestyle, embracing grainy flash photography, late-night outings, vintage clothing, and an air of organised chaos. While these aesthetics may appear to sit at opposite ends of the spectrum, their popularity reveals the same underlying desire to belong to a recognisable online community. Platforms such as TikTok and Pinterest have transformed aesthetics into digital identities, encouraging users to categorise themselves through fashion, beauty, music, and even daily habits. Rather than simply reflecting personal style, these trends have become a way of communicating values and personality online. As many swing away from polished minimalism towards expressive disorder, the growing rivalry between the clean girl and indie sleaze aesthetics illustrates how fashion on social media is increasingly defined by cycles of reaction, with each dominant trend giving rise to its own visual counterculture.


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