woke up today and was supposed to spend the day making a portfolio for my freelancing I wanna start. but once in canva - I was like wtf is my branding? I looked thru pinterest and saw some indie sleaze images, which reminded me of like these fashion blogs I used to follow (on blogger!!!) and dug some of them up. most of those bloggers let their blogs die, but there were a few still up but w posts from like 2016.
but going down this rabbit hole, i realize the 2010's indie sleaze IS my brand. im not gen z, im a millennial and i vivid memories of the pre-tumblr pre-insta internet days. I would spend HOURS on lookbook.nu (u had to have an invite to join back then) and look at fashion blogs. i was OBSESSED with lisa olssons and fashion toast, i cant even find the outfit pics that i remember. i then took the rabbit whole further, and logged into my old tumblr. which i started in 2010, and i never deleted it. my last reblog was 2021, and all those pics and content is still there. i know the "indie sleaze" is like a nostalgic gen z thing now, but to me, its like a memory of a future i didnt get to have. i thought my 20s would be living in NYC, dressed like alexa chung, going out w friends and having a dope job in fashion. i was WAY off.
my life is still dope - dont worry. Im a world traveler and just moved back home after living in new zealand.
but there is a lot i am unhappy with in the world. and retroactively making this americana indie sleaze vibe my brand is my way of actively rejecting the current reality. i am more than capable of creating a world that i actually want to be living in. so have some inspo from my tumblr 15 years ago - fucking insane!
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