Although the scorching Delhi September sun begs to differ, summerās almost over, especially when it comes to trend cycles. My ads of a hot girl summer with a slight chance of Barbenheimer are finally being replaced with the festive season (and no, this shift didnāt involve me hacking my algorithm but believe you me, I tried). And while the festive szn is a whole āØthingāØĀ on its own (yes, I used emojis mid sentence. This is the future people!!) this does mean that weāre bidding a smug ābye Feliciaā to most peopleās least favourite, but arguably my most favourite time of the year.
Take this as part and parcel of me being a textbook girlie, but I love the summer. I love the first swim of the season, the patches of baby hair that cling to my sweaty forehead in the middle of the day, the burst of cool air that hits my face when I walk into an overly air-conditioned room after spending 5 minutes outside in the sultry warm, air conditioning (but not, like, in a global warming way), cracking open beers on beers, the tens of linen fits I can buy and wear without anyone batting an eye or questioning my shopping addiction, having an excuse to wear my Birkenstocks for every occasion ā even, no, especially business meetings. I love the heady rush of making it to happy hour every Friday, having endless travel plans that actually leave it out of the group chat, a friend group that magically becomes active for four glorious months, days that last longer and feel better, albeit sweatier.
My point ā summer has peak fun energy to it. Summerās like the wild child whoās accidentally had 5 margaritas and a jalapeƱo shot at a local Mexican place and is now booking a trip to somewhere exotic with a beach in it, compared to winterās lethargy (but just you wait for my love letter to winter!). And what this wild child energy brings ā a whole bunch of internet-slash-pop culture trends that set the tone for the rest of the year, and in some cases, the next. Absolutely banginā, āI-f**king-love-this,ā sometimes just ā????,ā these moments are the moment right now (although Iāll let you decide the rankings for yourself). Here goes my throwback:
šæ#1: Gettinā snacky with it
The signs: Girl dinner, luxury food unboxings, $25 Erewhon smoothies cos who eats when you spend that much on a smoothie, Smeals (snack meals) by NestlƩ
The what: This summer, we mourn the loss of meals. Honest to goodness, balanced-diet, carb-fibre-protein-ratioed meals. Instead, meals are now ratioed (this one means getting negative attention) and are being replaced by snacks. Weāre in our snackification era thanks to jam-packed schedules and the inflation; in fact, WSJ found that Millennials and Gen Z-ers are snacking 10% more than their older peers. As someone who loves going to restaurants and ordering 4-5 appetisers (the staff at Chiliās hates me), Iām just going to say it, this day could not come soon enough.
Laundromat score: š§¼Ā š§¼Ā š§¼Ā š§¼Ā š§¼Ā /5 (Iād give this one more, but I get tired of adding emojis to things š¤·š»āāļø)
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#2: Subculture city
The signs: Tuna girl-core, Egg-core, Tomato girl-core, Mermaid-core, literally just anything you find with the word -core
The what: I touched upon this in Cycle#02 but everything is a subculture now. Micro-trends, especially in fashion, are scaling at an unprecedented pace, making the internet a strangely fragmented place, each with its own rules, aesthetics, and niches. This sort of checks out because Gen Z ā the first gen to grow up with the internet ā prides itself on individual expression and inclusion, i.e. all interests welcome here. While this is an exciting space to be in, itās getting harder to tap into the pulse of culture than ever before. Your subculture is always going to be someone elseās absolute no-no.
Laundromat score: š§¼Ā š§¼Ā š§¼Ā /5 (Iām always confused. Send help)
š¬ #3: Lights, camera, cut!
The signs: SRK now, Bollywoodās first great great in a long time, Barbenheimer (not to be mentioned again), The Mario Movie (?), the SAG-AFTRA strike
The what: After defining movie night as lying braless in a ratty T-shirt and boy shorts on my body-dented mattress with glazed eyes for hours on end, mindlessly scraping the butter from the side of the popcorn bag as I eat the most nutritious thing Iāve eaten all week (popcorn is corn which is a vegetable okay?) Iām happy to report going to the cinema is a thing again! Summer 2023 has had the hottest return to the movies since (Iām assuming) that weekend when Dhoom 2 came out, both creatively and financially. And while Bollywoodās roll continues well into this month with Jawan doing a whopping 200 CR in just 2 days globally, Hollywood is slowing down with the SAG-AFTRA strike. I know that regardless of when the demands are met, good movies arenāt made in 2 days or by AI (but try telling my clients that), so weāre looking at a very blah next few months. Oh well, it was nice while it lasted.
Laundromat score: š§¼Ā š§¼Ā š§¼Ā /5 (I just want another Adam Sandler movie, is that too much to ask for?)
š§š»āāļø #4: Bathingās kinda cool
The signs: The Everything Shower, new self care, new body care, new tools
The what: In the 19th century(ish), bath treatments were introduced as a form of psychiatric therapy, and after multiple (sometimes violent and downright outlandish) iterations, I am pleased to announce that the 2023 version of it is impeccable. Iām talking, of course, about The Everything Shower ā a cultural phenomena taking over our feeds, our ads, and my water supply. The new face of self care looks a lot like taking an hour long bath (not with running water for an hour, I promise), where you exfoliate, shave, wash your hair, use a hair mask, soap up ever nook and cranny of your body, dry brush (and this is just the tip of the iceberg), to vibe-y music, mood lighting, hot water, calming essential oils, and scented candles. Personal hygiene as a cultural trend that makes you feel good and look good? Sign me TF up.
Laundromat score: š§¼Ā š§¼Ā š§¼Ā š§¼Ā š§¼Ā /5 (What is a bath, if not laundry for your body?)
š¾ #5: Cartoon-core
The signs: Anime fashion, a ātoon renaissance, limited edition merch, MSCHFās Big Red Boot
The what: If you thought the Barbs-inspired hot pink was the epitome of toy-turned-toon inspired fashion, think again. 2023 is the year animated fantasy gets its sartorial recognition, whether itās through Astro Boy-themed boots that are as meme-y as they are impractical, the Jimmy Choo Sailor Moon collab, and Loewe x Studio Ghibli. It started earlier this year, but ā90s-era cartoon fashion ā rooted in rejecting rules, maximalist and eclectic daydreaming, and that powerful nostalgic punch 2023 has been chock-full of ā is here to set the tone of the rest of the year, especially post quiet luxury sedateness. As a QL-girlie, I say meh.
Laundromat score: š§¼.5Ā /5 (I donāt love this, NGL)
šš» #6: Rotting, lately
The signs: Slowing down, calmtainment, anti-hustle culture, RADICAL REST
The what: The wellness girlies have been working overtime this year. Recently, I was speaking to a friend about how Iām really looking forward to having a rot-day ā a day where I donāt bother having a bath, just lie in bed, watch reels, and switch off from the rest of the world. Maybe I have a green tea (current fave is Chamomile Mint Citrus by Vadham. Yum.), or maybe I donāt. Maybe I throw on a sheet mask for the f*** of it. Maybe I comfort watch mundane TV (currently streaming: Modern Family s3). All of this, taken from trends like radical and deep rest, which talk about a desire to tune out before you burn out.
And in urgency culture, choosing to reset and relax on your own terms is radical ā whether itās through ASMR and slow TV (calmtainment), sleep tourism, or simply rotting in bed (see movie description above). It just amazes me that my version of calmtainment is watching bottles roll down a staircase with increased gusto for hours on end, but weāll take it.
Laundromat score: š§¼Ā š§¼Ā š§¼Ā š§¼Ā /5 (Love me some rot, but also love doing things occasionally)
š©āš¦#7: Stay-at-home
The signs: SAH-GFs, Trad-wives, sleepytime girlfriend
The what: If youāre as obsessed with watching day-in-the-life videos as I am, chances are youāve come across the domesticated stay-at-home-GF and āspent the morning with herā as she makes her boyfriend coffee, making him breakfast, making their bed, going to the gym, and then waiting for him to come back.
Another (albeit extreme) counter to hustle culture and notions of ambition and drive that have been ingrained since school for all women, itās a privileged option way of life ā to just nope out of the capitalist grind anyway. While the idea of laying on a chaise lounge (because yes, my fantasy of this has a chaise lounge), watching television, reading, going to a 3PM Gym class, being a lady who weekday brunches is a dream, this trend has also renewed an age old debate. Is this taking charge of your life and empowering if youāre owning the trad-wife life, or is it deeply antifeminist and glamourising an oppressive time that shouldāve been left behind last century?
Laundromat score: š¤·š»āāļøĀ / ? (Whatever floats your boat, girlie!)
š® #8: The NPC Takeover
The signs: The memes ā thatās all the evidence I have and need
The what: Weāve really come a long way from main character energy. This summer, weāve learnt how to be the background character in someone elseās (literally anyone elseās) narrative, complete with robotic, repetitive actions and sayings and no storyline.
First introduced in video games and now taking over Instagram feeds, the NPC trend is growing by the minute, especially now that itās basically rocket-fuel for TikTokās liveshopping dreams, with NPC creator merch its own Chandrayaan 3. With regular people paying big monies to see people make repetitious, mechanical gestures in response to their gifts (yes, Iām talking about that one āyes yes yesā girl), this trend is a level up for self commoditisation.
Laundromat score: š§¼Ā /5 (We live in a capitalist hellscape)
Itās been a long time since I wrote one of these (a month and six days, to be precise) and after weeks of travelling, then falling sick, then working with a lowered standard of living which defined my very boring hiatus, this feels like a good place to start and stop. My rot dayās calling, so stay tuned for whatās next at
ā hopefully sooner, rather than a month and six days later.
My favourite line from Ms. Bhalla today: āWhat is a bath, if not laundry for your body?ā