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On a recent stroll through trendy East London, 25-year-old operations associate Jay Dix noticed something uncanny: everyone was dressed just like him. Every matcha-carrying creative was parading a canvas tote bag from the US budget grocery store Trader Joe's, treating it with the reverence of a 24-karat gold Labubu doll.
It's a curious trend considering that Trader Joe's, which has more than 600 stores across 43 states, does not have a single branch in the UK. The craze for the bag itself has snowballed, with shoppers paying five times the retail price to secure one on eBay or begging their friends who visit the US. to score one (or several) on their behalf. Read more about the trend here.
Elsewhere this week, Lydia Spencer-Elliott looks into why Gen Z proudly label themselves as "the most unserious generation" and consistently come up with phrases and terms that no older group can understand. "Every time a new piece of slang emerges, adults rush to understand it. This desperation has seemingly led to an increase in impenetrable absurdism; The 6-7 trend, surrealist AI-animation Ballerina Cappuccina, and Alexey Gerasimov's skibidi toilet YouTube series are all among so-called 'brain-rot' terms of the year," she writes. "But there is nothing to understand beyond all this nonsense being funny, distracting and addictive."
And, if you weren't already clued up on the biggest social media trends right now, then delve in Hannah Twiggs' piece about the tug of war between food vloggers and the vendors at London's Borough Market. The tipping point came last week at the food hub, when a TikToker was thrown out while reviewing an apple crumble. Get the full beef here.
In this week's newsletter, you can expect:
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