The company blames the trend on the uncertain economic times Gen Z has faced during their entire adulthood thus far, from the pandemic to now. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Condé Nast. Women who strove to be girlbosses went to bed late and got up early to sweat it out at Barry’s or Soul Cycle. It's just not Barbie to promote those very stereotypical gender norms, especially in a world where equity, diversity, and inclusion is so important.

If they’re a celebrity, they might be a nepo baby model type; if they’re not, they could certainly pass as one.

They are a semi-matte finish, so if you’re like me and the liquid-to-matte trend has your lips constantly cracked and dry, this will be a nice break. I really try to make sure I dedicate time for things that really energize or inspire me, and I make sure I get enough rest,” she says. Long-term, the soft girl dreams of making dinner for her husband and, if she’s got them, staying at home with her kids. Glamour Dolls Makeup is an entirely cruelty free line of products with vegan options that perfect for any babe on a budget.

Darke tells me that, while she does face criticism for her beliefs, she has observed other women her age beginning to “embrace traditional gender roles,” as she puts it.In many ways it does seem kind of empowering to take up the soft-girl ethos, to break away from the rat race, and stop feeding into the machine of labor. That said, up-and-coming designers and indie labels like Collina Strada, Chopova Lowena, Vaquera, Ottolinger, Paloma Wool, Maryam Nassir Zadeh, Lucky Jewel, and Eckhaus Latta also cater to the weird girl contingent with their off-kilter, easily layered pieces. I found myself valuing my peace, my stillness, and once the mindset changed, so did my activities as a way to protect the peace I found.

Glamour may earn a portion of sales from products that are purchased through our site as part of our Affiliate Partnerships with retailers. But is this movement a defiant act of self-actualization or a backward slide into patriarchal norms? Welcome to the world of the “ soft girl,” the lifestyle choice that many young women are now holding up as an ideal.To enable personalized advertising (like interest-based ads), we may share your data with our marketing and advertising partners using cookies and other technologies. These have the same sweet scent, too, so keep that in mind if you’re like me and don’t love overly sweet smells. We also have glamour shots of modern celebrities such as Girls Aloud and the pussycat dolls that are popular with men and women, boys and girls.