Side Chick Summer? Its Officially the Season of Branding.
The New York Times Barefoot-Boy Summer? Side Chick Summer? Its officially the season of out-there predictions for the summer ahead.
As trees open their blooms, the predictions come on like an allergy attack.
The song of the summer will be by Ed Sheeran. The drink of the summer will be the Hugo Spritz. Feral Girl Summer is over and Married Girl Summer has arrived. Get out your toenail clippers, because Barefoot-Boy Summer is on its way.
Summer is coming, and with it the yearly onslaught of attempts to label a season that has not yet happened. Media outlets one-up one anothers outrageous guesses, and influencers compose mood boards for their followers to emulate. Themes pile up on social media, where almost no activity is safe from being named a seasonal microtrend. Just lounging outdoors in a lightweight dress? Welcome to your Amy March Girl Summer.
Many of these declarations are not meant to be taken seriously, and plenty will not succeed (see: Hot Vax Summer and, less consequentially, The New York Timess endorsement of the Dirty Shirley). But all arise from a desire to identify some distinct flavor of each summer that can be captured and stored like strawberry preserves.
