The rise of the term gemoy—a colloquial Indonesian expression for cute, chubby, or adorably plump—has reshaped fashion and style content among teenage girls (Anak Baru Gede/ABG) on platforms like TikTok, Instagram, and YouTube. This paper analyzes how cewek ABG gemoy content creators challenge traditional beauty standards, embrace playful fashion, and build community through self-deprecating humor and confidence. Using a qualitative content analysis of 50 posts (2023–2025), the study identifies three main themes: (1) the semiotics of oversized and pastel fashion, (2) negotiation of body shame versus body pride, and (3) algorithmic appeal of gemoy as a trending aesthetic. Findings suggest that gemoy fashion content serves as a digital coping mechanism and a soft form of body activism, yet remains entangled with consumerist and infantilizing tropes.

Fashion hanyalah "bunga", sedangkan "buah" dari gaya Gemoy terletak pada karakternya. Mengapa gaya ini begitu dicintai? Karena ia mengusung nilai-nilai:


Gaya Gemoy menolak tampilan tebal dan heavy makeup.

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