A broad, hard-to-pin-down change in cultural mood.

A self-aware, slightly ironic identity around office work — badges, lanyards, spreadsheets and a specific brand of tired…

An aesthetic of using what you already own — worn-out clothes, half-empty products, no new purchases.

A deliberate choice to prioritise ease, rest and comfort over struggle and hustle.

A 2019 aesthetic of scrunchies, oversized tees, Hydro Flasks, Birkenstocks and "sksksk and I oop".

An aesthetic and musical mode of melancholy masculinity — emotional rap, dark visuals, wilted flowers.

The masculine counterpart to e-girl — middle-parted hair, chains, painted nails, layered shirts.

An online-native aesthetic of dyed hair, heavy blush, winged liner, chains and anime references.

A video format layering unrelated clips and audio into an emotional collage about modern life.

A transitional place photographed empty — corridors, stairwells, car parks, waiting rooms.

An aesthetic of low-quality, uncanny images designed to provoke nostalgia and unease at once.

A 1990s-inflected aesthetic of velvet, celestial motifs, crystals, tarot and dark florals.

An aesthetic of sharp late-1990s corporate dress — pencil skirts, thin-framed glasses, kitten heels.

An aesthetic of saturated hot pink, plastic gloss and maximal femininity.

An aesthetic of relaxed coastal affluence — linen shirts, cashmere, cookbooks and a big kitchen.

A Mediterranean summer aesthetic of linen, red and white stripes, market produce and olive oil.

An aesthetic built on vintage football shirts, straight jeans and retro trainers.

Wearing technical outdoor gear — fleeces, hiking boots, waterproof shells — as everyday fashion.

Deliberately unremarkable clothing — plain trainers, unbranded fleeces, ordinary jeans.

A revival of late-2000s party aesthetics — harsh flash photography, American Apparel, messy eyeliner, disposable cameras…

An aesthetic revival of late-1990s and early-2000s style — low-rise jeans, metallics, tiny sunglasses, flip phones.

An aesthetic of old libraries, tweed, candlelight, classical literature and autumn.

An aesthetic imitating inherited wealth — tailoring, tennis whites, boat shoes, no logos.

Expensive clothing with no visible branding — wealth signalled through quality rather than logos.