‘Recents’ photo studios fuel teen image culture as experts warn of pressure

‘Recents’ photo studios fuel teen image culture as experts warn of pressure

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A growing trend known as “Recents” is drawing teenagers in Harare and other urban centres to photo studios and boutiques where they hire designer outfits, pose for curated photoshoots and post edited images on Instagram, TikTok and WhatsApp statuses.

In a piece published this week, journalist Nigel Pfunde described how the term “Recents” is being used not to refer to a person but to a place where young people pay to create a polished online image. He said the aim is less about the event itself and more about “the image”.

Social media has intensified the need to be seen, with likes, shares and comments acting as a measure of status among peers. The article links this to what developmental psychologists call the “imaginary audience” effect—now made more immediate by smartphones and constant online engagement.

At the same time, the report notes that digital platforms can also support learning and entrepreneurship, including teens running online thrift stores, sharing tutorials and joining coding clubs. It also states that WhatsApp-based support groups have helped some young people access counselling.

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Sociologist Tafadzwa Chikumba, who specialises in youth and digital culture, said the platforms themselves are not the core problem. “Social media is not inherently destructive,” Chikumba was quoted as saying. “It amplifies existing social inequalities and desires… The problem is not the platform. It is the lack of digital and financial literacy around it.”

The piece also cites the Ministry of Health’s 2025 Youth Mental Health report, which flagged “social comparison” as a leading stressor, describing the tension between online portrayal and offline reality as a driver of anxiety, depression and low self-esteem.

Authorities have also raised concerns about the lengths some teenagers may go to in order to fund their online presence. Pfunde reported that police and school authorities have noted cases of teens stealing to finance their image, and warned of pressures on girls, including transactional sex to obtain gifts, photoshoots or cash to fit into certain social groups. The article further said harmful trends have shifted from house-based “Vuzu Parties” to “Mjeje”, described as sex parties in kombis after police clampdowns.

Another sociologist, Thamsanga Mhlanga, described the trend as “the commodification of identity”. “Adolescents are no longer just growing up. They are branding up,” Mhlanga said, adding that the “Recents” model turns self-presentation into a product.

Harare-based adolescent psychologist Dr Patience Gombedza said the digital environment has changed how identity is formed. “Adolescents used to experiment with identity in private, with friends. Now they do it in public, permanently recorded. The pressure to perform a perfect life is constant,” she said.

According to the report, “Recents” studios typically charge between US$5 and US$20 for outfit rentals and studio photography, with edited photos provided for online posting while the clothes are returned after the shoot.

Teachers were also cited as reporting that some students prioritise content creation over schoolwork, with photoshoots sometimes arranged during school hours.

However, the article included the perspective of a 17-year-old, Tinashe Gumbo, who said the same trend can create opportunities. “Social media is a knife,” Gumbo said. “It can cut you or cut your path. I started at ‘Recents’ as a client. Now I shoot for them and pay my school fees.”

The report argues that policy and parenting have struggled to keep pace with rapid changes online, and suggests that digital literacy—rather than simply banning phones—should be a key focus. It cited Ministry of ICT pilot programmes on digital wellness in schools, as well as community “Reality Check” sessions for parents.

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