Envisage Trend Book Trend Book | Page 27

04 Market Overview More than just a meme, hot girl summer is the emblem of this shift in mentality by redefining “hot” as a state of mind, not body. Megan Thee Stallion, the artist that inspired the movement, tweeted, “being a Hot Girl is about being unapologetically YOU, having fun, being confident, living YOUR truth, being the life of the party etc. (ThriveGlobal, 2019) According to Thrive, 46 percent of 18-34-year olds wish brands would focus less on how to improve their appearance and focus more on how to build up their self-confidence. 27