Social Media| The White Aesthetic

Home / Blogger / Social Media| The White Aesthetic

Social Media| The White Aesthetic


I’ve been wanting to write this post for some time, but I have held back, as I felt by doing so I would be undermining the work from successful bloggers that I admire. I didn’t want to come across as being angry or jealous. But after listening to the community, I have found that I am not alone. That in airing my cries, I’m opening the door for healthy conversations to take place on various platforms.

I support many white bloggers. I love their beautiful flay lays, I love seeing their faces go from my Instagram to my favorite magazines. I watch in awe how they are able to travel the world and walk on every red carpet imaginable-from Cannes to Fashion Week. I admire the cross branding success that they have been able to achieve. I admire that they have been consistent in the blogger world [for years]. Until recently I have found my self wondering who else is out there, and as equally amazing, who we might [not] be seeing because of lingering privilege related to race or other barriers. In the blogger world it does not seem that the same opportunities are openly prevalent to women of color. I have yet to see a woman of color cross the barriers, like that of Kristina Bazan, Danielle Bernstein, Rumi Neely, Chiara Ferragni, etc. Again, these women are beautiful, talented, and business savvy. I am in no way trying to diminish their accomplishments. I just wonder where’s the black voice in this arena?

When you see how saturated a certain field’s narratives of success is [as in, visually connected success: TV appearances, Beauty contracts, book deals, magazine covers, and the list goes on]and how it deviates to a very narrow range of aesthetic, it becomes a problem. If you’re not black, you might be able to brush it off and say “Oh wow, she’s beautiful and put together and I’m not, but maybe one day I could be great like them!” It becomes aspirational, rather than discouraging. Only consider how you would feel if you knew you absolutely never would be like them. Imagine trying to navigate in the Blogger world not finding a face that looks like your own, or a background that mimics your own experiences or struggles.

How many of these “successes” can you think of that have curly, natural hair, twists or dreads? You mostly see gentle waves or messily straight hair. Imagine being presented with these images EVERYDAY, subconsciously associating this appearance with achievement. The purpose of this article is to get you to think. Why is it that the most successful bloggers default to a white aesthetic?