Bond Ambition: “Squads” and “Squad Goals” Explained

cats on couch

There’s one phrase motivating social media users everywhere. Maybe you’ve heard of relationship goals, or workout goals, but what about “squad goals?” Here’s the rundown.

Squad goals are unattainable without a squad, so what’s a squad? “Squad” itself isn’t a new word. For hundreds of years, it has been defined as a group of people formed for special purposes. But “squad” became popular slang in the hip-hop community during the early 2000s, as “squad” became another word for posse or regular gang of friends. Rapper Fat Joe led a rap collective known as the Terror Squad, while rapper Gucci Mane launched “Brick Squad Records” in 2007.

Though “squad” has been around for quite a while, we have social media to thank for “squad goals.” What are squad goals exactly? Simply put, squad goals are aspirations for your own squad, or group of friends. The term has thrived as a hashtag on Twitter and other image-centric platforms like Instagram. If you dream of your own group of British, pop-singing, feminist lady friends, you might hashtag a Spice Girls picture with #squadgoals. Or maybe your own squad is perfect already – then you tag your friend photos with #squadgoals. Inexplicably, you will find a lot of group animal photos with #squadgoals, making the tag another reason to coo at cute kittens (as if you need a one). Point being, squad goals are versatile.

It’s no surprise that singer Taylor Swift is becoming a poster child for squad goals. Swift has always been a champion of female friendships, in addition to having an impressive rotation of celeb BFFs of her own; Selena Gomez, Cara Delevigne, Emma Stone, and Jamie King (among a dozen other young starlets) make up her own squad and often play starring roles in her Instagram and Twitter exploits.

Does this mean that the selfie has been swapped for a more communal form of indulgence? It’s hard to say. But one thing’s clear: it’s not just about who you are anymore, but who you eat sushi, go to award shows, and pose in public with.

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