When I arrived at the whitewashed wine bar she chose, just two blocks from the brownstone stoop Carrie Bradshaw made famous, Miranda McKeon was journaling in her notebook and sipping a cup of green tea. She wore crimson leggings, a stack of candy-colored beaded necklaces, and a black sweatshirt that read SELF-EMPLOYED because she is a full-time influencer — or “creator,” as it is more polite to say in this part of town.
McKeon knew she wanted to rent in the West Village long before she moved to New York. In college at the University of Southern California, she started hearing from high-school friends, girls who had migrated here before her, that it was the place to live — a cobblestoned paradise where a young woman like herself could live an entire life within a block. During her final semester, last year, McKeon started obsessively combing StreetEasy for the perfect postgrad apartment and, to prepare for the move, watched Sex and the City for the first time. (She identifies as a Carrie with some of Miranda’s “girlboss energy”; she majored in entrepreneurship.) Now eight months in, she likes that the neighborhood reminds her of being back on campus insofar as she is constantly running into people she knows, though instead of classmates, they are girls she follows or who follow her. “I feel like a freshman in New York,” she said.
In person, McKeon seems, just as she does online, to be a remarkably well-adjusted and unjaded New Yorker. On weekends, she likes going out for what she calls a “three-drinker” (a nice dinner with her girlfriends with a self-imposed three-cocktail minimum). She knows the names of the important restaurants (the Corner Store, American Bar, Dante), a couple of age-appropriate bars (Bandits, Bayard’s, the Spaniard), and even some of her neighbors. “I went out to dinner with two girls last night, both of whom live on my street,” she told me. “We met through social media. It’s nice.” (...)
“There’s a cult mentality” to the neighborhood, McKeon continued. It’s true that many of the young women passing by the bar looked like her clones. They move through the neighborhood in packs, wearing the local uniform: a white tank, light-wash jeans, and Sambas, an iced matcha latte in hand, and hair slicked back into a tight ponytail. It was chilly, so several of them, McKeon cheekily pointed out through the window, were also wearing Aritzia Super Puffs, as she was, in the color matte pearl. “I feel like everyone else here in some way,” McKeon told me. “That’s the point of it, I guess.”
The neighborhood has, in recent years, transformed into a fabulous theme park for young women of some privilege to live out their Sex and the City fantasies, posting and spending their mid-20s away. They all seem to keep impressive workout routines (“Hot this and hot that,” McKeon said), have no shortage of girlfriends, and juggle busy heterosexual dating schedules. (The boys they consort with tend to be of the fratty variety.) They work in finance, marketing, publicity, tech — often with active social-media accounts on the side. They have seemingly endless disposable income. They are, by all conventional standards, beautiful. Occasionally, they are brunettes. Whatever their political beliefs, their lives seem fairly apolitical; as one 27-year-old lawyer on a walk with her best friend, both wearing identical puffer jackets, succinctly put their collective interests to me one day in April, “Brunches, coffees, dinners, drinks with your girlfriends — that type of energy.” (They may be more political than they appear: “You can have a Cartier Love bracelet and still care about immigrant rights,” said one person who lives in the neighborhood.)
This isn’t the first time a generation of socially ambitious young women has descended on the West Village and, as one fashion executive explained to me with just a hint of an eye roll, “made the neighborhood their whole personality,” fundamentally changing it along the way. If Sex and the City washed out the last of the neighborhood’s bohemians two decades ago and turned the West Village into a celebrity playground where real adults with real incomes live, the pandemic turned it into something else entirely: a bustling sorority house. “Everyone has the same mind-set. We’re here, we’re young, we’re single. Let’s go out and have fun and be ourselves. Work hard. Play hard,” said a new arrival from Texas with blonde highlights while polishing off a bottle of rosé with her girlfriends one afternoon. They’re basic, they told me proudly. “Basic isn’t a bad thing,” a crew of Cosmo drinkers at Anton’s, just down the street, elaborated. “There’s a reason everyone wants to be like that.” (There’s a sense lately that the entire city, or at least much of downtown Manhattan and the trendier parts of Brooklyn, is going the way of the West Village. “They’re everywhere,” almost everyone I talked to for this story told me.) (...)
The young women who follow Kerrigan and Keenan — fellow New Yorkers and transplants alike — soon flooded the neighborhood. So many that it became a memeable stereotype: “the West Village Girl.” In a post last September, a TikToker named Kayla Trivieri summed up the type under the caption “POV: you’re on a date with a girl from the west village.” The monologue went like this: “So what are you into?” “Pilates, Cartier bracelets, Blank Street, Hugo spritzes, Reformation, and my dachshund …” “What kind of music do you like?” “Sabrina Carpenter, Taylor Swift, and Morgan Wallen once in a while.” When I asked Trivieri about the send-up recently, the native Canadian told me she became familiar with the type before she even moved to the States. “She was the cultural Zeitgeist on TikTok,” Trivieri said. “It became this almost idealized persona. I felt like people in Toronto were even dressing like that in head-to-toe Pilates gear.” (The influencer Tinx sells a $75 crewneck that reads RICH MOM WEST VILLAGE.) To put New York youth culture into high-school terms, Kerrigan said the West Village Girls are “the Plastics, the Mean Girls without the meanness.”
Now, years after she started posting from the neighborhood, Keenan said, she often has to wait on line to get coffee at her favorite shop, Fellini. “I’m thinking about how that’s kind of my fault,” she added. “I’ve recommended it a million times. But it’s a beautiful sharing of information, so I can’t be annoyed.” (The lines, she said, are a good place to meet friends.) Kerrigan said the West Village is now filled with “young powerhouse women with vision boards,” ambitious zoomers who idolize Alex Cooper and Carrie Bradshaw in equal measure. The appeal is “the main-character energy you get when you’re in the West Village,” which feels, she said, like a “movie set.” The irony, of course, is that when everyone’s a main character, is anyone? (...)
The original West Village Girls — those who have remained in the neighborhood and didn’t jet off to Greenwich or to a classic six uptown — aren’t entirely pleased with their new neighbors.
One Tuesday in April, I met Kim Vernon, a former Calvin Klein executive who bought a loft in the neighborhood in 1997. “I don’t want to be an old-lady bitch, but this is the pinnacle of what happened to this fucking neighborhood,” she said when we sat down at Bar Pisellino, which even at 2 p.m. was packed with young women ordering spritzes and pastries. “I see less gay men and, more than anything, groups of four or five girls,” she added. “They’re always talking at a high, high pitch. It is so intolerable. It’s so unpleasant.” Not to mention it’s impossible to get a table at I Sodi or Via Carota these days, two once-neighborly Italian restaurants that were tumbled through the TikTok recommendation machine and came out nearly unrecognizable with lines of day-trippers waiting down the block at all hours of the day. “I used to go to I Sodi when they had an answering machine. Someone would call you back. It wasn’t super-popular,” said Vernon. The last time she tried to have dinner with a friend, she was quoted a three-hour wait. (...)
The old bars and restaurants are also adjusting to the new whims and tastes. “I have regulars who come in all the time and say, ‘What happened?’ It’s just an army of Levi’s and white tank tops,” a bartender at Bayard’s, a newly popping but long-standing Irish pub on Hudson Street, told me. (Behind the bar, she showed me a box of lost phones and another box of abandoned clothes, which she lugs to Housing Works once a month.) In the fall of 2023, the restaurant and bar Cowgirl decided to convert one of its margarita machines into one for frozen espresso martinis, “the new cocaine,” the owner joked to me. “You can see the new group coming in. I don’t know where they’re getting their money from, but they have money,” she said. “Especially on the weekends, everyone’s 27. That magic number. We never had demand like this.” The Spaniard, a cocktail bar by day and a shockingly rowdy hookup spot by night, had to hire an entire security team after what one manager described as a “mass exodus” of the older, tamer clientele. (Its top-three sellers now are spicy margaritas, espresso martinis, and Aperol spritzes, which are pre-batched into kegs.) At L’Artusi, a high-end Italian restaurant, the owner, Kevin Garry, told me he’s selling less expensive wine post-pandemic. “Previously, the crowd was kind of that classic West Village type. Late 30s, early 40s, Masters of the Universe with good jobs and no kids,” he said. “A $150 bottle of wine doesn’t compare to a vodka-soda.” As a waitress at La Bonbonniere, an old-school diner that has been around since the 1930s, said bluntly, “The old people? They die. Now it’s young people with the social media. After corona, pew! The internet!”
Needless to say, no one would go on the record getting too snarky about any of this; it all makes for good business. And some former West Village Girls admitted eventually that in their descendants they could see their younger selves. “I think they’re probably doing what I did when I was 20. This is where they want to go around and get drinks and run into people and look cool,” said Hruska MacPherson. “It’s like Disneyland for them. Let’s let them be young and have fun, even if we cringe at it. Let’s let them have their Aperol spritzes. We were also discovering ourselves.” Annelise Peterson echoed this thought: “We were discovering ourselves. I stayed down there until my ex-husband told me it was time to move to the Upper East Side. Things change; things never stay the same. What the West Village will be in 20 years might be something very different. The influencer is fickle.”
It’s easy to get reflective after a few brunchtime cocktails. “Was I one of these little fuckers?” Savannah Engel wondered aloud to me one Sunday after Bloody Marys at Cafe Cluny. The question seemed to stump her. Two girls hauled yoga mats past us, and she said, “I like to kick them out of the way.”
by Brock Colyar, The Cut | Read more:
Image: Dina Litovsky
[ed. Living the dream. Trust funds, inheritances, nepo connections, rich partners. It's easy.]
As for the apartments the businesses were shipping to, the average one-bedroom in the neighborhood is now $5,995 a month, though apartments often cost much more. A dingy one-bedroom can easily go for $7,500 (expensive but doable on a finance salary or with help from parents).
