Meet Vanilla Girl: 2023's Latest Trend That's Going Viral on TikTok


(Image credit: @veroocampos)

Balletcore, coastal grandmother, and coquettecore, meet "vanilla girl," the winter-weather, Hailey Bieber–esque, soft-life, romantic look that's been making the rounds on TikTok lately as 2023's inaugural aesthetic. Necessary components include white bows, cream cardigans, luxurious candles and a 10-step self-indulgent skincare routine that would make any celebrity aesthetician jealous. In a nutshell, the trend is just cozy, warm, winter whites.

Following in the footsteps of the "clean girl" aesthetic trend, the newer, softer version dubbed vanilla girl promises a quiet life in the country, high-thread-count duvets, and cozy Ugg boots. After a year of cycling through TikTok aesthetics for my job, vanilla girl has to be the easiest-to-replicate of the 30+ trends I've seen over the last year. 


(Image credit: @gracejoshua13)

Vanilla girl is a complicated thought to me: On one hand, the trending aesthetic seems simple and fun—just throw on a cream-colored cardigan and put bows in your hair. On the other hand, though, it's important to acknowledge how the TikTok algorithm promotes certain vanilla-girl videos over others—ones often centering thinner, white women rather than plus-size creators or creators of color. Thankfully, there's a large and dedicated audience of cool, authentic people owning the trend and making it their own, a necessary step toward radical inclusivity that's just now taking stride across social media. It's about time!

Below, shop all the cozy and cute vanilla-girl essentials you need to take you through the rest of winter.


(Image credit: @_sierramayhew)

Shop the trend

Next, 30 Fashion, Beauty, and Wellness Items One Editor Deems Worthy of Purchasing

Assistant Shopping Editor
Ana Escalante is an award-winning journalist and Gen Z editor whose work ranges from dissecting size inclusivity at fashion week to discussing how American Girl Doll meme accounts are the the answer to society's collective spiral. She's covered it all: Queen Elizabeth II's corgis, Roe v. Wade frontline protests, and the emergence of jorts (or jean shorts for the uninitated). At Who What Wear, Ana is responsible for delivering smart, insightful, personality-driven shopping guides and trend features for a digital-first generation.

Before joining Who What Wear, Ana was Glamour magazine's editorial assistant, where she focused on daily news and special packages, including leading the brand's 2022 Met Gala coverage. For more than half a decade, she has covered style, beauty, and digital culture for publications such as Paper magazine, Harper's Bazaar, Vogue Japan, and Allure, among others. Ana has been called a rising star in media by publications such as Nylon and Teen Vogue. (Her mother, meanwhile, calls her "the coolest person" she knows.)