Corporate life: more trendy than digital nomad life?
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After the reign of the digital nomad life and idyllic beaches as open spaces, the good old “9 to 5” seems to be making a comeback and trending. Indeed, after several collections inspired by the office environment, office wear is no longer the only glamorous and trendy content in our feeds. The corporate life, as such, is the new narrative that is breaking through and establishing itself this fall. Between outfits, skincare, and routines, reels and mini-vlogs are multiplying to romanticize our days from dawn to dusk. But between wellness rituals and the quest for over-productivity, what do the #corporategirlies videos really advocate?
The Corporate Life: Over-productivity or Just Balance?
While the corporate life has often been deemed “boring” in recent years (especially in light of the explosion of digital nomads seeking freedom), the “9 to 5” now seems to want to polish its image by presenting a trendier and more dynamic persona.
Indeed, for the past few months, Instagram reels about corporate life have been on the rise. Their concept: vlogging your day from dawn to dusk and showcasing everything you did. More specifically, everything you did before and after your 9 to 5! Because yes, the very core of the #corporategirlies trend is to show that days are not limited to office hours and that it is possible to have a fulfilling life outside of work.
However, although the videos can be inspiring and motivating (particularly by providing ideas for routines, activities, quiet time…), some may quickly fall into a toxic quest for over-productivity.
Often focused on a theme of “everything I did before 9 am” or “everything I did after 5 pm,” these videos sometimes compile multiple tasks and activities. A kind of performance quest and time optimization, which could remind one of the “workaholism” pattern – already observed a few years ago on social media and having caused some damage (burnout, comparison, low self-esteem…).
Thus, these contents should be consumed with the understanding that a video is merely a romanticized version of everyday life and that everyone moves at their own pace.
The Romanticized Corporate Life, From Dawn to Dusk
Background music, dynamic editing, and punctuated by the hours that fly by + captions of ongoing actions… Videos showcasing corporate life take on the appearance of little vlogs, in the spirit of “a day in my life”, covering a day from dawn to dusk or just part of it.
Easy to create and effective, their recipe always consists of more or less the same ingredients. Although some video creators aim for an even more specific niche by emphasizing the city in which they work. For example: “everything I did after my 9 to 5 in London.” Thus, the proposed immersion can further spark curiosity.
Beyond the numerous hashtags and keywords associated with it, let’s discover the elements specific to this trend.
#corporatefashion and #officeoutfit at the Heart of the Format
The corporate life is inseparable from #corporatefashion / #corporatestyle. Think: looks designed for the office, which are both elegant and professional. We discover pieces that play with traditional and old-school office wear codes, while allowing for small touches of modernity.
We think especially of suits, pieces with a quiet luxury or old money vibe, blazers, oxford shirts, loafers, ankle boots… With a trench coat or a blazer for the commute. When it comes to bags, we opt for a leather handbag like Margaux from The Row or a clip backpack. Altogether, it creates a cohesive aesthetic.
And the whole ensemble definitely deserves an outfit check in the elevator mirror or that of the first-floor restroom!
Between Routines and Moments of Spontaneity Outside the “9 to 5”
As mentioned earlier, the videos about corporate life focus more on what happens outside the office. Only a brief recap of the “9 to 5” consists of badging in, emptying the bag, taking a snack break between meetings, then closing the bag, badging out, and leaving. That said, some lunch breaks provide the opportunity to film a quick shopping trip!
Attention is more directed towards the before and after work to showcase one’s routine. Particularly one’s skincare and wellness rituals, workout breaks, as well as quiet times for reading, watching movies and series, journaling, and meal prep… The videos also show spontaneous activities that can slip into the schedule. Such as an impromptu happy hour, an art gallery opening, or a dinner with friends…
In itself, it shows that the corporate life isn’t so boring after all and that it can even be stylish!
