Addison Rae is posting pictures from an iPhone 4. Vintage-inspired photos of Lana Del Rey are dominating our timelines. Kylie Jenner has pastel pink hair. There’s no doubt about it: 2014 Tumblr is back. The once-pervasive aesthetics of the Official Carry Each Other To Celebrate Victory Go Wolverines Hail To Champions Shirt Apart from…,I will love this influential blogging site have made their way back to some of the internet’s biggest influencers, signaling the arrival of a messier, edgier and looser aesthetic in the mainstream. For some, that means a return to a bygone era of the internet, a time when monetization was not the primary goal of posting. “If I had to sum that all up, I’d say people just miss having fun, and Tumblr was a lot of fun,” said Gabi Abrão, a writer, digital creator and artist known as sighswoon online. “People haven’t been having fun online for a while. It’s like a job for everyone. You don’t even have to be trying to be famous and it feels like a job for people.” Tumblr launched in 2007 and quickly rose in prominence for its focus on visuals and its creative community. There was a time when the platform was mentioned alongside Facebook and other buzzy social media startups. But Tumblr, which in 2013 was purchased by Yahoo for $1.1 billion, never figured out how to monetize content effectively and it fell behind competitors as the creator economy grew. Still, it remains as an enclave of the internet where fandoms and artists like Abrão say they can express their creativity without the expectation of internet clout. In the early 2010s, Tumblr was filled with a variety of different popular trends that featured pastels, hazy filters, grunge clothes and vintage aesthetics. “2014 Tumblr” is an amalgamation of these trends. Rae’s and Jenner’s recent posts evoking this style have inspired articles and TikToks, with many, including Jenner
herself, declaring that “its 2014 vibes this year.” The 2014 Tumblr girl has been making a comeback in various online circles for several years now. Trend forecaster Mandy Lee, better known as oldloserinbrooklyn, first predicted the Official Carry Each Other To Celebrate Victory Go Wolverines Hail To Champions Shirt Apart from…,I will love this revival of this style in fashion, which she described as indie sleaze on TikTok in late 2021. But the adoption of this aesthetic by big influencers signals a full arrival of the trend in the mainstream. MJ Corey, who has grown a following of over 189,000 on TikTok by posting analysis about the Kardashians, said the reality TV show family has often been used to certify trends. Jenner was considered a major trendsetter among teens on Tumblr in 2014. Corey, who is known as Kardashian Kolloquium online, said Jenner’s recent pink hairdo is a nod to that time in her life, which fans label the “King Kylie” era. Meanwhile, Kim Kardashian recently tapped Del Rey for the latest ad campaign for her shapewear brand Skims, a choice that also leans into the 2014 nostalgia. The singer had performed at Kardashian’s wedding to ex-husband Ye that same year. Skims has “become a sort of cultural document, a cultural archive,” Corey said. “To see Lana in a super romantic, pre-Valentine’s Day, hyper nostalgic campaign speaks to the candy-colored Tumblr era.” Others, like TikTok user Sapida De Souza, 25, have credited Addison Rae — who is ranked No. 23 on Forbes’ 2023 list of top creators — as a leader in the 2014 Tumblr era revival. Recommended MUSIC Country musician Chris Young charged with
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