Utah has monetized itself on social media. With its wondrous geological sites and sunsets that look like color dripping from the sky, you would think that those are what people think of when they think of our great state … right? Wrong.
The thing about Utah that has broken the internet and made it immediately recognizable to TikTok users is not its natural beauty. Rather, it’s our residents’ fashion and style. Utah, like New York or Los Angeles, has been awarded its own sort of brand when it comes to style, and social media has a lot to say.
Utah is a Whole Brand
TikTok has erupted with the trending #Utahfitcheck. This consists of a person standing, tugging on the outside of their pant legs, aiming a thumbs up at the camera and then aggressively spinning 360 degrees. Oddly enough, this trend and hashtag have found their way across the platform and everyone is doing the #Utahfitcheck.
Utah fashion, especially in the context of feminine presenting people, is recognizable through distinct factors. Several Universiry of Utah students described Utah style on a social media poll and listed fashion typically associated with the clean girl aesthetic. They said “high waisted cropped jeans, platform converse and all things Zara.” The clean girl aesthetic resonates with Utah girls as they find comfort in Brandy Melville sweat sets and platform Uggs. Even the loungewear is “put together.”
Trends and Looks
In 2022, Utah girls fell in love with Zara’s “Marine Jeans.” These have a fairly short inseam causing them to be worn as “highwaters” and cut off just above the ankle. They also debuted the idea of “#utahcurls.” This has created a whole avenue of controversy on TikTok because of its unusual look. “Utah curls” are traditional curls finished off by a straightener so that the ends of the curls are pin-straight. These are just a few examples of how Utah fashion has been introduced on social media.
The state of Utah remains a central hub for the adventurers of the world. From rock climbing to skiing and snowboarding, people come from all over to frolic in our mountains. Their style has been stamped on Utah’s persona. “Granola” and “ski-bum” styles, which juxtapose each other seasonally, are two sides of the same coin. “Granola” style could be associated with brands like Patagonia, Teva, Birkenstock and Cotopaxi. Meanwhile, the “ski-bum” style is more commonly associated with fur coats and winter outerwear from brands like North Face and Ugg.
Modesty Is Utah’s Policy
The general public across the TikTok stratosphere sees Utah and modesty as synonymous. This is correlated with the fact that according to the World Population Review, around 68.55% of Utah residents identify as members of The Church of Jesus Christ of Latter-day Saints.
The Church is widely recognized for its emphasis on conservative dress. In their manual, it says, “In dress, grooming and manners, we should always be neat and clean, never sloppy or inappropriately casual.” This explains the idea of modesty that corners the Utah style.
In a social media poll, U students often identified “modest” as the first thing that came to mind when thinking about Utah fashion. Modest means many different things to various people. What one might see as risqué, another might see as covered up. It is really in the eye of the beholder. Yet, social media commonly associates Utah with high necklines, long skirts, oversized flannel jackets, jorts and anything Free People.
