When Celeste Goyena graduated college in spring 2020 armed with a degree in marketing and finance, it was the midst of the pandemic and her job prospects had stalled. With time on her hands, Goyena began selling “style bundles” — curated collections of clothing that clients could request via direct message or her personal website. To market herself, the 24-year-old started diving into thrift-store racks and posting her findings on TikTok. These “outfit of the day” videos, which she would adorn with hashtags such as #fitcheck and #outfitinspiration, didn’t get much traction, but that changed when one of her first clients showed her a Pinterest board of colorful Y2K summer staples.
Goyena, who is based in New York City, shipped her a head-to-toe outfit complete with accessories that nailed the look. In July 2021, she posted a #stylebundle video of the process that quickly received more than 30,000 likes and nearly 200,000 views. She’s since amassed tens of thousands of followers on both TikTok and Instagram, and her algorithmically produced TikTok “For You” page was soon filled with other thrifters selling their own Pinterest-inspired style bundles. Among them was Charlotte Chiasson, 24, who began
