Shop from 7 Dreamy Aesthetic Instagram Accounts

The word aesthetic has come close to losing all meaning. It's sort of like curate or creative director. Who even knows what qualifies anymore? The kids on TikTok have taken to saying something is aesthetic. Not that it has an aesthetic, or represents a certain aesthetic. It just is.

At its core, we'd venture an "aesthetic" Instagram feed is just a 2020s way of referring to a strong brand image. It's a consistent visual presence that transmits a particular message about the person who creates it and how they see the world. Or as one of the originators in the space, Débora Rosa, who runs both her namesake feed and @fashiiongonerouge, explains it, "It's a feed with a language that connects, and it's cohesive. A storytelling throughout the images that are shared."

One of the strongest, most consistent aesthetics on social media is an elevated minimalism marked by a restrained color palette, streamlined fashion style, understated luxury, and a generally calming vibe. It's like a visual vacation in Mallorca in a Matteau caftan with Hermès Oran Sandals and #oldceline sunglasses—mixed in with palette cleansing images like a ceramic coffee cup or a cool vintage car. How does Rosa remain so consistent in her visual messaging? "[By] staying true to myself, but always adapting to the place I am at the moment," she explains. Ahead, shop seven looks from accounts currently killing the "aesthetic" game.