Critics of the trend suggest such men are suppressing their individual styles into one “Instagrammable” look.
Videos using the hashtag #girlfriendeffect have amassed more than 11 million views on TikTok in the last seven days.Hundreds of couples on TikTok are showing off what they describe as the “girlfriend effect” — how men seem to upgrade their fashion sense under the influence of their girlfriends.
“As a boy, I’ve never really had people giving me advice on what to wear,” Escobar said in a phone interview. “Every day, I see a lot of TikToks about girl fashion advice or ‘get ready with me’ or shopping hauls, but I see far fewer with guys’ fashion, and I just genuinely had no idea what to wear.” In comments on videos within the genre, some viewers applaud men’s stylistic changes and the work their girlfriends must have put in.
“I think, in a lot of the examples, you can sort of see the outfits become relatively the same across the board,” he said. “I hope that’s not what I look like. Maybe I ought to look at myself first before I pass any judgments.” There’s a difference, he said, between helping people develop their tastes and execute their own styles and asking them to abandon their personal styles in favor of their partners’.
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