When Bruno Onoles launched The LA Basics in 2017, the Instagram page quickly gained a loyal following for its hilarious memes and razor-sharp satire of West Hollywood life. The account became known for its unapologetic humor, often poking fun at gym selfies, dating disasters, and curated perfection. But nearly eight years later, both Bruno and his audience have grown, and so has the mission behind the page.
Now rebranding as Vintage Therapy, the platform has shifted from purely comedic content into something more personal, aspirational, and rooted in community healing.
Growth Fueled the Rebrand
“Honestly, growth,” Bruno says, when asked what inspired the transition. He went on to add, “When I started The LA Basics back in 2017, I was new to LA, having recently left a Mormon background, and still carrying a lot of subconscious judgment. Social media in our community at that time was brand-new territory, and a lot of us used it for expression, humor, and connection. However, the vibe was one-note — featuring thirst traps, Barry’s selfies, and curated perfection.”
Onoles also mentioned, “Over the years, I’ve grown up. My audience has too. I’ve learned to be more compassionate, less judgmental, and more open to the unique journeys of LGBTQ people. The page itself has been incredibly impactful — we’ve been featured in outlets like HuffPost, we’ve partnered with Mistr to connect thousands with free PrEP and STI testing, and I was even flown to New York by W Hotels to cover World Pride. But as much as I cherish those moments, I know it’s time for the next chapter. Vintage Therapy is about carrying the community forward into something more aspirational, lifestyle-driven, and inspiring”
Bruno’s evolution reflects the journey many queer people take as they come into themselves — confronting old beliefs, expanding their worldview, and learning to hold space for complexity.
But despite those accomplishments, Bruno felt a shift was overdue. Vintage Therapy, he explains, is the next chapter.
What’s In a Name?
Finding the right name, Bruno admits, wasn’t easy.
Onoles stated, “As a marketer, I’ll admit — finding a name is more complicated than people think. I had about 20 strong contenders, but most were already taken. Vintage resonates with me because it feels timeless, desirable, and rooted in quality — much like vintage cars or furniture. Therapy reflects the role this platform (and my own real-life therapy) has played in helping me find meaning, balance, and joy. Together, it felt catchy, upbeat, and flexible enough to grow with me.”
A Personal and Professional Pivot
Over the years, Bruno also noticed a growing disconnect between The LA Basics brand and who he was behind the scenes.
“For years, people assumed the memes I posted weren’t “me.” However, the truth is that many of them were. They were my life, my friends, my LA experiences. I’ve always been willing to poke fun at myself because humor opens the door to honest, vulnerable conversations.”
Facing Fear, Embracing Change
Reinvention doesn’t come without risks.
“I lost almost 30,000 followers over the past few years while trying to shift the content,” Bruno admits. “People DM’d me things like ‘stick to comedy’ or ‘this page sucks now.’ That stung. People forget there’s a human behind the memes.”
But he also received messages of gratitude from people who appreciated the vulnerability, especially when he used his platform to address serious topics like COVID-19, queer identity, and mental health.
“That balance taught me something,” he reflects. “Our community can be tough, but if you believe in your vision, you can’t let fear win.”
Looking back, Bruno says he wishes he had seen more queer adults thriving across all dimensions of life.
“Honestly? Britney, Shakira, and Christina were my icons — but none of them reflected what it was like actually to be me. I didn’t see gay men who were thriving in both their personal and professional lives.”
He also went on to add, “if I could rewrite one thing from my childhood, it would be having a parent who told me, “I love you no matter what, and you can do anything.” My mom and I are very close now — she’s my rock — but when I came out at 25, her response was “I always knew.” I wish she had said that ten years earlier. That’s why I want to be a voice that tells young queer people: you are worthy of love, and your dreams are valid.”
Does he feel pressure to represent the queer community?
“Only from myself,” he says. “With over 80,000 followers, I don’t take that lightly. If I can inspire even a handful of people to put more love and effort into their lives — that’s success.”
He pauses before adding, “Life is short. Yes, I’d love to be remembered. But more importantly, I want people to say, ‘He left things a little lighter, a little better.’”
