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“Adding grain to your photos is a big thing now,” says Sonia Uppal, a 20-year-old college student. People post a lot of mirror selfies and photos of them lounging around.”Take Reese Blutstein, a 22-year-old influencer who has amassed more than 238,000 followers in just over a year by posting unfiltered, low-production photos of herself in quirky outfits.(A recent flash photo into a mirror with her dog picked up more than 5,000 likes). Culture is a pendulum, and the pendulum is swaying.We’re living in influencer overload.”Read: Custom photo filters are the new Instagram gold mine Plus, all that perfection is a grind.“I spent so many months looking for a wall that was a certain color,” says Sarah Peretz, a Los Angeles–based influencer known for her stylized, hyper-saturated feed.Read: The post-Millennial generation is here“Everyone is trying to be more authentic,” says Lexie Carbone, a content marketer at Later, a social-media marketing firm. We need something new.”James Nord, the CEO of Fohr, an influencer-management platform, says he sees this shift play out in his clients’ numbers every day.“What worked for people before doesn’t work anymore,” he says.
But when it arrived in Boston this month, it landed with a thud. “I’d rather take pics in front of a library or something.” Instagram museums and walls were built to allow normal people to take influencer-quality photographs—but they worked so well, those types of photos became common enough that they don’t resonate like they used to.As Instagram has grown to more than 1 billion monthly users, it has ushered in a very particular look: bright walls, artfully arranged lattes and avocado toast, and Millennial-pink everything, all with that carefully staged, color-corrected, glossy-looking aesthetic.Photos that play into these trends perform so well on Instagram that the look became synonymous with the platform itself, then seeped into the broader world.Even if you don’t use the app, you’ve undoubtedly encountered an “Instagram wall,” a pop-up experience like the Museum of Ice Cream, or a brightly patterned restaurant bathroom just made to be photographed.No one has capitalized on this look’s popularity more than influencers.