Is our Girl Era finally over?

Baby girl, you are mothering so hard right now.

Cottagecore, Coquette Girly, Ballet girl aesthetic.

Enough. Please. We are tired.

Half the time I feel like I am speaking literal brain rot. But if you’re chronically online like I am, I’m sure you’re not immune to the ever-changing aesthetic trends that dominate our generation's style every 2-3 months.

However, the obsession with Girlhood has reigned supreme for quite a few years now.

From 'barbie girl' to 'girl dinner' and 'girl math,' slap a bow on it and the price hikes up. Everything for the past 2 years has been about femininity, albeit slightly infantising.

Some call it a reclamation of childhood, an innocent time lost to social media, the beauty industry, and world events that ask us to grow up too fast.

We have such a short window of time to be carefree before the hooks of insecurity take their place in our subconscious. Who on earth doesn’t want that time back?

But there’s a huge disparity between the performance of girlhood online and the reality of it.

Particularly with what we’ve learned about girls in the past year. Because they’re not okay. There are a plethora of studies revealing girls face record sadness, hopelessness, and anxiety at double the rates of boys.

Girls face frequent harassment. They're told how they should dress, how to act on what apps. Teen girls are now using ANTI-AGING products, for crying out loud.

Maybe that’s the reason this fantasy is being pushed aside for something more nurturing and protective.

Welcome to the stage, Motherly Era.

Look, I know. I feel as insane saying it as you do. But I don’t make the trends, so don’t shoot the messenger. But also, I’m not mad about this one and I’ll explain why.

As the internet has become saturated with consumable, unrealistic girliness, a need for something more mature has emerged. A shift is taking place, from adolescent iconography to strong feminist leaders, or 'mothers,' as the internet has dubbed them.

This term is not new. It has its roots deep in the Black and Latino ballroom scene, a queer subculture in which members are organised into houses and led by a 'mother.'

Now, it’s a term of endearment and adoration for iconic and famous women. Because fundamentally, ‘Mother’ is a female figure who raised you through a period of your life. So the title is a way to acknowledge the work they’ve put in to shape culture.

And yes, the trend does extend past a fun little bit of slang.

With it has come the pro-ageing beauty revolution. And my nearly-30-year-old-ass is thanking my lucky stars.

Pam Anderson ditched makeup at all the red-carpet events. Andie McDowell and Dame Helen Mirren sported natural grey hair at Paris Fashion Week. So we're seeing a distinctive move toward the celebration of age as opposed to the denial of its existence.

Maison Margiela’s couture collections in PFW also had womanhood on full display. Models boasted a silhouette with vivacious curves and elegantly sheer gowns that showed off their untamed mons pubis. This is a real shift away from the prepubescent standards that grip our society.

So what’s a brand to do?

We know you’re sick of the bows. Put them down. It’s time we move past superficial femininity and enter a phase of celebrating women as our cultural nurturers.

Here are a few ways to do that:

• Champion authentic empowerment. Who are the great leaders within your community that align with your brand? Bring them on board. Give them a platform. Collaborate. The more we uplift our 'mothers,' the more role-models our younger generation of girls have to follow.

• Feature women of all ages. We’ve had enough of the unrealistic filters. Show your audience that ageing naturally can be beautiful by representing mature women in your content and campaigns.  

• Be real with it. Don’t jump on the trend so you can use the terms for engagement and jump on to the next. Take the time to understand terms like 'mother' and its evolution into a symbol of empowerment. Basically, don’t be a wave-riding asshole.

Now I want to see you all MOTHERING your absolute hardest today. Sashay away.

-Sophie, Copywriter