He says it makes people more “unafraid to take risks” with the photos they share. On the VSCO Grid, Lutze believes it’s important that there isn't a kind of self-imposed social pressure. Then they have private accounts (or “rinstagrams”) where they post more lighthearted, silly photos and videos for just their closest friends to see. On Instagram, teens create fake accounts (sometimes called “finestagrams') to share heavily edited - often using VSCO - artistic photos with the intention of garnering as many likes and followers as possible. The sans serif typeface offers five weights for both digital and print consumption.

But we want to do it in a different way.” Visual platform and photography app VSCO has launched a new visual identity, based around the VSCO Gothic typeface developed in collaboration with Letters of Sweden founder Göran Söderström. We still want to give people the ability to connect, the ability to interact. 'We see social fatigue where it’s a lot to take in, the likes and comments, and people play essentially a game.

“We’re interested in redefining what it means to create, to discover content, and to connect with people,” he tells TI. 'This is an easy way to have an aesthetic in your life.Teenagers get tattoos of VSCO's name and logo on their bodies.įor Greg Lutze, the company’s soft-spoken creative chief, the reason people - especially millennial females - are drawn to sharing on VSCO is the “social fatigue” that exists on other social networks. It's fun to do on internet, but I don’t think that’s how people want to go out,' Wippich said. 'The e-boy and e-girl style is not as implementable because no one wants to walk around like an e-girl and e-boy. Wippich, who works at Brandy Melville, said that she believes part of why the trend is so popular among high school-age girls is because of its accessibility and because there are very few financial and social constraints to the look. Whether you own a scrunchie or not, all are welcome to VSCO and we will continue to provide a safe space where you can share your diverse experiences and points of view,' Inouye said in a statement emailed to NBC News.

“We love seeing teens come together to express who they are and how they see the world. This aligns with the VSCO app's overall user base, 75 percent of which are under age 25, according to Julie Inouye, VSCO’s vice president of communications. 'VSCO girls' tend to be middle and high school age and the trend starts to peter out among college age students and older, according to Wippich.

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