Image credit: emma grace
The post featured colourful rhinestone decorations, gemstones pasted onto plastic cups and even one of her two birthday cakes. https://www.instagram.com/p/Db1au5pkkAs/?img_index=3 With Jenner’s enormous global following, the post offered the trend a push into the mainstream.
The New York Times recently reported that Etsy had seen searches for “whimsical jewellery”, “whimsical décor” and “whimsy-related items” rise by at least 50 per cent year-on-year. Call it a return to maximalism, a Y2K revival or simply an urge to make everything a little more fun. Either way, rhinestones are having a moment. They are turning up everywhere, from cosmetic packaging and Stanley cups to denim, headphones and even bedroom walls. On social media, the humble rhinestone has become a tool for personalising just about anything — with some enthusiasts taking the bedazzling obsession all the way to their faces. Supporters see it as pure whimsy. Critics, however, call it performative whimsy, arguing that covering single-use items in mass-produced plastic gems only adds to waste. Kylie Jenner may not be single-handedly responsible for the rhinestone revival, but her recent Instagram carousel celebrating her 29th birthday certainly gave it some celebrity momentum. Beauty brands, too, have been quick to tap into the appetite for embellishment, with names such as Sephora, Clinique and Sol de Janeiro incorporating playful, decorative elements on their products and packaging. Rhinestone decorating, sometimes referred to as gemmaxxing , sits within the larger internet aesthetic of whimsymaxxing . they share the same impulse: more colour, more texture, more personality While the two terms are not quite interchangeable. Whimsymaxxing has emerged as something of an antidote to the ultra-clean, beige and minimalist aesthetic that has dominated interiors, fashion and social media for years. Instead, people are gravitating towards objects that feel playful, tactile, nostalgic and, occasionally, delightfully silly. The trend is not limited to social media either. There is also a strong dose of Y2K nostalgia behind the bedazzled comeback. Rhinestones were a defining part of late-1990s and early-2000s pop culture, when celebrities such as Paris Hilton, Mariah Carey and Lil’ Kim embraced body jewels, embellished clothing and glittering accessories. The aesthetic has been making its way back into popular culture for some time, and Paris Hilton recently leaned into it at Tomorrowland in July, performing in a neon-green outfit covered in rhinestones. There may even be an economic argument hiding beneath all that glitter. The lipstick index is the theory that during periods of economic uncertainty, consumers may turn to relatively inexpensive indulgences such as lipstick as a way of treating themselves without making major purchases. Rhinestones could fit neatly into this broader pattern of ‘small luxuries’. Bedazzling an old phone case, denim jacket or coffee cup costs considerably less than replacing it, while still giving it the thrill of something new. Looking for trusted parenting advice? Follow TOI Parenting Circle on Instagram for expert guidance, relatable stories, and practical tips delivered every day.