Gen Z and Millennial women are reportedly embracing “summer personas.” Young people seem to agree that there’s no specific vibe defining summer 2025—and too many different “summer personas” may be why. According to a study by Talker research, 74% of 18-42-year-old women said they are actively channeling a specific “summer vibe” this year. In previous years, catchy titles like “brat summer” and “hot girl summer” seemed to be the collective vibe they were going for. But this year, young women are looking for an aesthetic that “reflects their truest self,” even if it’s not the most mainstream one. Whether that’s “grandmacore gals” or “tomato girl,” (yes, still) each persona comes with specific habits—like a Pilates princess’ weekly workout schedule or a coastal cowgirl’s average of summer-inspired drinks per week. Of course, they’re using TikTok to get inspiration for developing this aesthetic, with 44% of women citing it as their primary source. (Newsweek)
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