The Ask
Present a mini-ethnography of a particular culture, practice or microculture
The whole idea of the “French girl aesthetic,” or even just how we romanticize French style, really goes back to the 1960s during the New Wave cinema era after WWII. That’s when it started to become this global thing. Actresses like Jane Birkin, Brigitte Bardot, and Catherine Deneuve caught America’s attention and basically set the tone for what we still see as timeless, effortless beauty today.
Interviewing + Social Listening
The Skills
Research
Documentation
Cultural observation
#FrenchGirl
Aesthetic
The Result
The research revealed that many Americans are drawn to the French girl aesthetic as a form of escape from fast-paced, trend-driven, and often performative beauty standards. The appeal lies in its perceived simplicity, confidence, and “less is more” approach to style and lifestyle. It represents a slower, more intentional way of living that feels both aspirational and attainable. This explains why the aesthetic continues to be idealized—it offers a sense of effortlessness that contrasts with American culture’s emphasis on excess and visibility.