#Justgirlythings is a Throwback to 2011 Tumblr Culture

Photographer & Creative Direction: Ellie Love | Model Bug Fernandez

#JUSTGIRLYTHINGS started as a blog on Tumblr in 2011- a time when the allure of virality held a certain appeal, a sense of gravity. Where our current culture demands newness, leaving creators scrambling to find the hottest new take, the best new idea - #JUSTGIRLYTHINGS refused to conform - asking instead ‘what is the most “universal” girly thought that anyone could relate to?’ 

A like was listening to the same song on repeat. A reblog was enjoying the taste of Lemon Tea Snapple. A follow was smelling pine trees in December as a reminder of opening presents. This series is a #tb to a time where joy was neither a privilege nor an act of resistance but a common state of being. 

Post-recession digital natives could do with some of that joy again.