Where is the 'old money aesthetic' heading next?
Where is the 'old money aesthetic' heading next?
The old money aesthetic has been one of the most dominant trends on social media for over a year. It began with Gen Z embracing the look, and it’s still gaining momentum. In the UK, up to 80% of salon clients are requesting this style.
So, how can you make it your own, stand out, and ride the wave without losing your unique identity? Discover the answers through the personal journey of one of the trend's most recognizable content creators - nail artist Mateja Novakovic.
Mateja’s journey as a nail artist is a testament to the evolution of style and finding a personal niche in the ever-changing world of beauty. While she experimented with various designs early on, it took her a year to land on her signature minimalistic, clean aesthetic.
Today, her short, nude nails have become synonymous with sophistication, and brands now specifically request this look. This streamlined, timeless style taps into the "old money" aesthetic, which has recently surged in popularity alongside the "clean girl" trend, characterized by understated elegance and effortless beauty.
“I feel like nude nails have so many variations—you can choose milky, skin tone, traditional nude, or even 'lip gloss' or completely clear. Each option gives a slightly different vibe,” she adds.
For young nail techs just starting out, finding a style like this that feels authentic is key. Mateja’s advice? Focus on what feels right for you. The more you hone in on a particular look or vibe, the more you’ll attract clients who appreciate your vision.
How to find your style as a nail tech?
Experimentation is a must:
Early in her career, Mateja experimented with various colors and lengths. If you're just starting, it’s okay to try different styles until you find your groove.
“It took me a year, but in the end, I just knew—this is me. Mostly nude, clean short looks is the style I feel most comfortable with,” she explains.
Find your niche:
Whether it's minimalistic designs like Mateja’s or bold, creative nail art, decide what resonates with you. This will help set you apart and attract the clients who love the same aesthetics as you do.
“I can surprise myself sometimes, but generally, I stick to similar colors and lengths,” she explains. “However, I love checking in on what others are doing. For instance, I follow Aistė @HeyGreatNails and Melanie @overglowedit, which are completely different from mine, but I find it exciting to see what they have created!”.
Consistency is key:
Your portfolio should reflect the kind of work you want to attract. Post images of nails that align with your vision, even if that means showing more of what you enjoy and less of what you don't.
“Nobody comes to me for butterflies, even though they’re beautiful. They'll go to someone else who excels in that area. So, whatever you’re best at or enjoy the most, fully commit to it and work hard within that niche, and you will eventually build your own community—even if you don’t have one right now."
Evolve with trends, but stay true to yourself:
Trends like "clean girl" or "old money" aesthetics come and go, but the key is finding ways to incorporate them without losing your identity. Mateja managed to do just that, gaining recognition within these trends without straying from her core style.
“I don’t think I fully realized these trends were emerging until fashion magazines started messaging me to be featured in their trend reviews. When the ‘clean girl’ and then ‘old money’ aesthetics came along, I thought, ‘Okay, nice! This fits my style.’ I’ll definitely include that in the caption of my next post,” she explains.
Where is the 'old money aesthetic' heading next?
The old money aesthetic draws inspiration from a world of understated luxury. Clean, nude nails are a perfect reflection of this—elegant, simple, and fitting for any occasion.
“I started doing this style when it was simply referred to as a nude manicure, but then it evolved into the clean girl aesthetic. Soon after, the term 'soap nails' emerged, followed by 'lip gloss nails.' While these names represent slightly different shades, they all still fall within the sheer nude area,” Mateja recalls.
As for the future of old money aesthetics in nail art, Mateja believes it will continue to evolve under new names but always come back to clean, polished looks.
Mateja is convinced that the future of this aesthetic lies in its simplicity. However, for this season, it will evolve into darker and warmer shades. “We're talking about a bold Spanish red. My go-to darks range from cooler purplish plums to warm, earthy burgundy and almost brownish shades,” she adds.
“A red manicure always exudes that expensive, rich, and clean look, but it also has a bit of extra flair,” Mateja explains the timelessness of these colors. “You can see it on someone paired with a bit of elegant gold jewelry and a crisp blue or white shirt—creating a put-together, business-like appearance, but with that chic pop of color.”
For the new generation of nail techs, Mateja’s journey is a reminder to remain patient and authentic. Trends may change, but a unique, well-crafted style will always stand the test of time.
