I love it, but I know every “clean girl” aesthetic, every dewy no-makeup makeup routine and every “morning shed” ritual is just another layer of consumerism dressed up as self-care. But knowing doesn’t stop me. If anything, it makes me more fascinated. I don’t just want to use these products — I want to understand why we want them so badly in the first place.

Trends are more focused on disconnecting and playing the persona. Yes, each has articles of clothing associated with each aesthetic, but they are not specific enough to encourage fast fashion, and they can be easily found in a second-hand shop or your own closet. These trends are reopening the doors for disconnect and imagination.