This trend was introduced by Melania Trump.
After social media users from around the world gorged on smoked mackerel, which they proclaimed a "Russian lunch," and donned furs for "Slavic chic," they became enamored with a new trend that originated in Eastern Europe. Now foreigners are trying to replicate the "Slavic look": an unfriendly expression full of dissatisfaction and disdain for the world. However, true Slavs believe that the Eastern European facial expression is inaccessible to residents of Western countries.
Where the Trend of the Slavic Look Originated
It is unknown who exactly started the trend of the Slavic look, but the first lady of the United States, Melania Trump, has become an example for many followers of the trend. Fan videos have long been popular on social media, admiring her style, restrained and unflappable demeanor in public, as well as the stern look she gives her husband, U.S. President Donald Trump.
And since Melania Trump is from Slovenia, commentators have often proclaimed her a Slavic icon and Slavic diva. "She has our Slavic aura in pure form," "Our Slavic queen," they wrote.
Attempts to replicate Melania Trump's signature cold gaze began in 2025 — thus the trend of the Slavic look was born. "You may love her or hate her, but the first lady is famous for her piercing gaze," wrote the British publication Mirror.
The trend has attracted participants from the USA, Germany, Italy, Greece, and other countries. The most popular TikTok videos on this topic have over 10 million views.
As a result, it was decided online that the Slavic look could attract wealthy men and even suppress others' will. "I practice the Slavic look to land a billionaire," wrote German blogger Sophie. A TikToker with the nickname Romyposts stated that she practices the Slavic look so she never hears the word "no" from others again.
Bloggers joked that thanks to the Slavic look, they might accidentally become the first lady of some country and start living a luxurious life. "I’m practicing the Slavic look in case my music career doesn’t work out," "I’m practicing the Slavic look because I’m either waiting for a rich husband or complete unemployment," the followers of the trend joked.
Most of the trend's videos featured creators slightly squinting their eyes, tensing their faces, and looking at the camera from under their brows. However, while some faces expressed disbelief, others appeared as if they were trying to seduce someone.
"The problem is that these people are trying to portray a sexy look," "Some of these people look like my grandmother when she tries to read something," "They have the look of suspicious dogs," "It looks like they urgently need to go to the restroom," critics commented on their attempts on social media.
Users from Slavic countries authoritatively stated: in reality, the Slavic look is simply a serious facial expression that representatives of other cultures perceive as a manifestation of unfriendliness and hostility.
Russian users explained that the true Slavic look is formed in overcrowded minibuses in the mornings and in queues at clinics. "It’s so funny how Americans try to replicate the Slavic look as if their dad forgot them in the garage as kids," "You can’t learn to look angry. It’s a state of soul," "Existential emptiness is simply embedded in our DNA," "If you haven’t chewed on tar, you haven’t seen life," "A Slavic face is when you sleep three hours a day in October when it’s freezing outside and you don’t really want to live," social media users joked.
