decoding the "villain era": why it's more than just a trend ❤️🔥
my brand is built on this concept, but I have some...thoughts on it.
You’ve probably seen it pop up on your feed a few times a year: “I’m in my Villain Era.” But what does it actually mean? I’m coating my lips in my favorite Fenty Gloss Bomb (no sponsorship here, but I’m available @BadGalRiri), delving into this hot concept and revealing why it’s become a defining element of my brand.
What is a Villain?
When you hear the word, “villain” who comes to mind? How do they dress? What does their aura exude, and how are they perceived? Most importantly, how do they respond to these perceptions?
Maybe your thoughts drift to animated characters like Ursula from The Little Mermaid, Cruella de Vil from 101 Dalmatians, or Maleficent from Sleeping Beauty. Perhaps a reality TV diva like Tiffany Pollard emerges, or even your favorite Goddess who is also considered a demon. Regardless of your opinions of these icons, these figures share similar traits that make them the antithesis of celebrated heroes, saints, and angels.
“The Villain” is more than just a character; it’s an archetype deeply embedded in the collective subconscious, carrying a specific frequency that’s instantly recognizable.
Villains usually share the following compelling traits:
Driven by their deepest desires, they relentlessly pursue what they want
They glamorize their look to captivate other’s attention and intimidate foes
They set strict boundaries, allowing no one to overstep their comfort zone
Fully aware of their worth, they demand the respect they deserve
Unapologetically expressive, they speak and act without the fear of judgment from society. I mean, they are already outcasted.
They don’t mind standing out or being unlikable because they revel in being distinct from the crowd (because they were forced to).
They challenge the status quo, questioning and disrupting the norms set by society.
They aren’t afraid to face the “fan favorite” or the “white queen”. Purposeful confrontation is welcomed.
They are extremely observant of human behavior and find thrill in uncovering the shadows of others. Their shadows are constantly on display and made fun of, anyhow.
They alchemize their experiences into unadulterated empowerment.
Every light casts a shadow, and no exploration of the villain archetype would be complete without acknowledging the darker aspects: the temptation to let power eclipse relationships, the drive for revenge to assert control, and the ruthless exploitation of other’s shadows–to name a few. If archetypes resonate with you, this may remind you of The Ruler.
So why do people declare to be “in their Villain Era”? Is it about gaining power? Burning the town to the ground in the name of revenge? Well, this isn’t a storybook so pump the breaks Maleficent. While it’s gained traction on social media, the concept already has roots in our psyche. Remember those iconic moments in media where characters claimed the title to make a statement?
Villains in Movies
In Girl, Interrupted, Lisa Rowe discovers the diary of Susanna Kayson. She reads aloud all of Susanna’s secret judgment cast upon her so-called friends and roommates. The scene is painful to watch, like much of the film, but this is a pivotal moment that reveals Lisa’s pain of feeling betrayed by a friend. Rather than cower in the corner, Lisa steps up, positioning herself as the group’s protector, determined to (literally) shine the light back on Susanna to expose her shadows. In the iconic line, “I’m playing the villain baby, just like you want", Lisa welcomes her role as the “bad girl” of the group, even if it means living in her truth, challenging an adversary, and guarding society’s outcasts.
What about Cassie from Euphoria: a character who existed under the shadow of the more magnetic Maddy Perez, only to spiral on stage during the season finale school play. In this public breakdown, it’s revealed that Cassie not only betrayed her best friend by sleeping with her predator ex bf (when they were broken up); but also that her own sister harbored deep-seated insecurities about living in her shadow (talk about the mirror effect 🪞). There is so much to unpack on this character, that I’ll get into another day, but to sum it up: Cassie steps fully into the Villain archetype by embracing her new role as the the school’s pariah.
The Shadow Side of Villains
Stepping into the the Villain archetype is a delicate dance on the edge of power. Often, this era is born from a place of deep hurt. It’s not about hiding your pain, but rather standing tall and refusing to be diminished by it. Villains can sometimes tread a fine line, teetering on the brink of a shadow pitfall. If you aren’t strategic, you risk letting power dominate your relationships, seeking revenge to maintain control, or exploiting others for your own gain. These are the downfalls of unchecked power, where your own strength becomes your undoing if not tempered with the balance of shadow work.
The Villain Era
Embracing this villainous era means reclaiming the space you’ve let others trample over, standing tall when you once bowed down, and fiercely dedicating yourself to your image because you’re done with apathy. This isn’t an act, or just an era; it’s a deliberate decision to transform your life in ways that will leave those who’ve wronged you awe-struck. It’s about stepping into your power to elevate yourself–not to scorch the earth, but to rise above the mistreatment.
While an era is often defined as a chapter in history, this is the storybook of your life. If adopting the Villain Era helps you to feel empowered, attracts healthier relationships, and unlocks transformative opportunities, then why not make it your lifestyle?
(An important note: this transformation may not be the most effective or suitable if you’re currently navigating depression, an unsafe living or learning environment, or any other underlying mental health challenges.)
10 Ways to Unleash Your “Villain Era”
♡ plus my favorite book recommendations ⸜(｡˃ ᵕ ˂ )⸝♡
Shadow Work: this will be the foundation of your transformation to set the stage for a healthy balance between your light and dark sides. It’s not about pursing a persona–it’s diving deep into your shadows, embracing the parts of yourself you’ve hidden to emerge stronger. This journey is essential for lasting change and true alchemy, ensuring every step you take forward feels authentic and not just a temporary facade.
An Empowering Makeover: your world is going to change around you so why not kick it off with a brand new look. You don’t have to buy a whole new wardrobe, but what about that bold top you’ve been saving for an event that hasn’t happened or experimenting with those neglected makeup shades?
Set Boundaries: this journey isn’t for the faint of heart; it requires you to face life’s mirror and be honest with the things that make you uncomfortable. I recommend this book Set Boundaries, Find Peace: A Guide to Reclaiming Yourself (not an affiliate link)
Alchemize Your Shadows: transform your shadows into pillars of empowerment. For example, if you were ridiculed for being the goth girl, leading you to morph into someone society would approve of, perhaps it’s time to reclaim your edge—maybe with a piercing or two to mark your awakening. I recommend this book: Existential Kink: Unmask Your Shadow and Embrace Your Power (not an affiliate link)
Study the Dark Legends. Dedicate time each week to immerse yourself in 1-2 iconic films or series that center legendary villains. Analyze what gives them their strength, how they harness their shadows, and the ripple effects of their actions. My favorite villain case study is Interview with the Vampire S1 Ep 1 (In Throes of Increasing Wonder...) on AMC+.
Clean House. Clear your space, starting with your closet. Donate or rework the clothes that fail to make you feel powerful. But don’t stop there. Sever ties with anything or anyone that dulls your right to shine—toxic friendships, draining family members (if it’s safe to do so), uninspiring content, or mind-numbing TV shows. Release anything that doesn’t align with your empowered self.
Discover Your Pleasures. Pleasure can be a villainous word when you aren’t in touch with what it means to you. Diving into the things that offer you pleasure can become one of your most potent tools of power. I recommend this book: Pleasure Activism: The Politics of Feeling Good (not an affiliate link)
Limit Phone Time. Let’s face it, endless scrolling on your phone is likely spent on social media. It’s a breeding ground for distractions, triggers, and rabbit holes that pull you away from the work that truly matters–focusing on your inner world and reclaiming your power to share with your community.
Practice Self-Devotion. I talked about self-devotion in this post so give that a read:
Patience. This is not a race to become the next Maddy Perez of your town. This is an intentional journey, where each onion layer peeled back is alchemized into velvet rose petals. Shadow Work, setting fierce boundaries, even diving into my handpicked book recommendations takes time. For me, this process took years. Remember this isn’t just an era, it’s a life long devotion to your most empowered self.
Next time, I’ll delve into what drove me to fully embrace my inner villain and share a case study of my favorite icons.