In 2008, Tavi Gevinson started a personal fashion blog called Style Rookie. In 2011, Gevinson founded an online magazine for teenagers called Rookie. Rookie was home to thousands of essays, interviews, comics, advice columns, playlists, diaries, photo editorials, and other types of work by teenagers and their grown-up cohorts. Gevinson was the site's editor-in-chief for over seven years.
Rookie published five print anthologies with Penguin Random House, edited and art directed by Gevinson.
Rookie folded in 2018, and has since been included in the Library of Congress's web archive.