Been there, done that: A wall—no matter how fluorescently pink it is—isn't cutting it on Instagram anymore, guys. I think we all reached our limit on 'grams with neon walls or painted wings (sorry, Duchess of Cornwall). So what's an Instagram girl to do when you're on the prowl for a place to take your next outfit pic? Well, you head to your local laundromat.
Listen, I'm not here to bash on your neighborhood matcha spot, but I'm not personally a fan of new restaurants and hotels that have been painfully obviously designed for Instagram. You know the ones. Taking a photo there seems like they got you hook, line, and sinker because you're buying into the Instagrammable idea they pitched in all of their investor meetings. A laundromat, however, feels refreshingly anti-Instagram—which is why it's actually perfect for Instagram. Still following?
I tapped Scandinavian It girl Maren Schia for her thoughts on why she decided to use a laundromat as a backdrop for a photo in Paris, eschewing the typical Parisian 'gram clichés. No baguettes? No Eiffel Tower? No problem. "I really like contrasts in photos. So, for example, if I am wearing a ball gown, I would stand in front of a street," Schia said. "The laundromat makes a perfect place to shoot outfit posts because one does not normally see people dressed up fancy in laundromats—I know I usually wear comfy clothes and my hair in a pony when I wash my clothes!" Makes sense to me.
Of course, the humble laundromat has long been a backdrop for fashion editorials, from Kate Moss by Arthur Elgort in 1995 to Gemma Ward by Steven Meisel in 2005, but I think it's back in a major way for 2019—and I rounded up all the evidence to prove it. Below, I've chronicled a brief history of the #laundrogram as well as my favorite recent 'grams.
The Evolution of the #Laundrogram
Arthur Elgort/Conde Nast via Getty Images