Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • 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.

Location United States

Scope
With the revival of the imperfect but lovingly-created aesthetic of '90s indie pre-digital culture, the internet – and more specifically, Tumblr – are being used by early-adopter teens to curate their own digital scrapbooks. The indie spirit of this user-generated content is driving the trend towards quirky confessions and the sharing of awkward experiences where Millennials celebrate their weirdness and eccentricity, rather than shy away from it.

Embracing the quirks of '90s 'zine culture', Rookie is an online magazine that rebrands 'girliness' through the funny, fresh and sincere voice of the editor – Tavi Gevinson, who created Rookie ...

Canvas8