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Put a Bow on It: The Coquette Trend Explained

How do you make something banal or even upsetting seem a little more pleasant? Put a pretty pink bow on it.
A collage of girly images.
The coquette trend is a revolution to some. To others, it's a regression. (L-R image credits: Gisou, Jessica McCormack, Into The Gloss, Sandy Liang, Tynan Sinks, Gisou, and Tynan Sinks via Instagram) (Instagram)
By
BoF PROFESSIONAL

If memes are the lens through which we make sense, crystallise and eventually dispose of trends, then the images featuring an out-of-place bow that have proliferated across Instagram and TikTok in recent weeks show the coquette trend is already at boiling point.

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About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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