I remember this style being around even before digital photography.
Yeah, it's not really a new style.
Indeed, this is not a new style of working. But the way the actual results look **is new** compared to what we've seen for the prior 140 years. The HUGE, and major differene is the way high key and bright imags are rendered on FILM as opposed to the way digital sensors render highlight and bright tones. When done with B&W negative film, or color negative film, the highlights have a glorious, delicious transition from the upper mid-tones and into the highlights, all through the highlight value range, and even the just-below-paper-white highlights can show some differentiation of close tonal or color values. With almost all digital sensors, there is a sudden, abrupt, UGLY transition to the brightest tones, and then there is a lot of nothingness...like the huge wall of orchids...that looks like crap on digital. It might have looked fabulous if it had been shot on a color negative film stock.
The exceptions to the abrupt, ugly highlight cut-off were from the Fuji S3 and S5 cameras with their special "dual-pixel design" sensor technology invented and made by FujiFilm, with their separate, small, hard-to-saturate "S-pixel" wells that ONLY register very bright tones).
Yes, light, bright, airy images have been around a long,long time, and when shot on FILM, like B&W neg or color negative, they can look fabulous. Even on color transparency film, there is still a very nice,long "shoulder area" which makes these kinds of pictures look very beautiful. In the digital era, the look is not very pretty, compared to the way it can be accomplished using film. I really LOVE delicate, high-key work done by somebody who knows the best way to do it--on film or with a Fuji S3 or S5. This isn't it, but it's the kind of stuff we're seeing now that most people are shooting digitally. I "get where" she's headed, but I've seen this done better before, many,many times. This is exactly the kind of work that looks pretty harsh when shot on digital. The lure is the smooooth, gradual transition from the light tones to the very brightest tones to the paper-white (255) values...this stuff is just "clipped". A lot. Over big areas. It's not the ideal way, or even a good way, to render this kind of a look. But it does command attention. It gets noticed.