Unif's "Sigh, School" fall/winter 2014 lookbook permeated every corner of tumblr when it first dropped. These 90's inspired looks appealed to almost every aesthetic from vintage to vertical to grunge thanks to the disposable camera style of photography and references to 90's cultural touchstones like Kinderwhore and The Craft. To this day, I'm still a little obsessed with this lookbook.
In addition to their 90's look, I'd argue that this editorial embodies another really big trend on tumblr during this time: hating everything. Text posts and sad webcam selfies that revolved around how much school/classmates/parents/society/life sucked racked up hundreds of thousands of notes, in stark contrast with the "save the bees and drink water :-) !!" affect that the 2015 art hoe movement would later inspire. From the disaffected stares of models Abby Williamson and Charlotte Jane to the grungy photography style of Derek Pearlman, this lookbook romanticizes the dismal state of high school life and reflects it back to its demographic. It's only natural that tumblr, a platform notorious for romanticizing depression and other mental health issues, would drool over these images.
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