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  • Rebranding 'girlishness' for an audience that doesn't want to be talked down to
  • Rebranding 'girlishness' for an audience that doesn't want to be talked down to
    Rookie (2013) ©
CASE STUDY

Rookie: how girl talk leads to girl power

Embracing '90s indie pre-digital culture, Rookie is an online magazine for younger Millennials. Created by Tavi Gevinson at age 15, the magazine reworks the tone of mainstream media.