read to stay ahead of the (trend) curve
we're predicting a goth-girl autumn, maté, and crochet scarves
Morning! It’s Ilze here, writing to you from the cozy confines of the NS train on my way to work (it’s all about the 🍂🫖 cozy szn now).
We're past mid-September, two fashion weeks down, two to go (Milan's happening now, Paris is next week). Plus, the autumn equinox is this weekend.
So what’s poppin? 🗞
Jamie xx’s new album Waves drops tomorrow, September 20. About time! [RA link]
Shōgun broke records at the Emmys’ - most awards (18) for just ONE season of a series. Link.
Apple released the iPhone 16, Apple Watch S10, Airpods 4 and more.
And Sally Rooney’s long-awaited Intermezzo hits shelves on Tuesday. Some Redditors swear it's her best yet.
Demi Lovato’s directoral release ‘Child Star’ looks into the impact of fame and child stardom on some prolific celebrities. Link.
Here are some 👀 follow ups👀 on the trends we've talked about before:
Spain isn’t the only country with a ‘dating hour’ at the grocery store anymore… It’s in the Dutch supermarket ‘Jumbo’ now.
We talked about charms and personalizing everything (bags, shoes, keys, lipbalms). It’s still in and more popular than ever.
Told you that knight-core was happening. Chappell Roan wore outfits that were very-knightcore during the VMAs - there was chainmail, a knight outfit, and a sword. Call it ‘renaissance’ ‘medieval’, ‘Roan of Arc’, but don’t overlook her Julie D'Aubigny inspiration!
Obsession with hair gloss is selling out the viral L'Oréal Paris Elvive Glycolic Gloss line - cause it’s affordable. Shiny, straight hair seems to be the vibe on TikTok ever since Madison Beer said glossing is her secret to perfect hair. Can the curly haired girlies join in, or are these only for straight hair?
Now, here’s something to yap about:
Moo Deng the it
girlhippo
The internet has fallen head over hooves for Moo Deng, a baby pygmy hippo from a Thai zoo whose playful, bitey antics have made her a viral meme star, especially on TikTok and Art Twitter.
Is this Thailand capitalizing on a soft power move, or is it just the internet’s creativity and love for a cute baby animals?
*Her and her siblings are named after various Thai pork dishes; Moo Deng/Daeng meaning red pork.
Rise of oldschool handbags
Balenciaga relaunching its 2001 icon Le City Bag and being on the shoulders of the fashion it girlies (e.g. This Girl I Follow) Chloe’s Paddington scoring big on second-hand platforms, and Longchamp practically occupying uni campuses, the big ol’ handbags are so, SO back. Because where else will you put your flip phone in?
Goth girl-autumn
From the red carpet of MTV VMAs to the aisles of fast fashion stores, it's all about head-to-toe black, and leather looks.
Some cultural moments fueling this trend include the recent reboot of the gothic classic The Crow, starring FKA twigs, and the long-awaited sequel to Tim Burton’s Beetlejuice Beetlejuice.
Will this trend stick around past Halloween? Doubtful.
Balkan Breakfast
A man eating fresh veggies, cheese, and bread has sparked TikTok’s interest in ‘Balkan Breakfast’ culture - cue dozens of mukbangs of people eating ‘just ingredients’ (as per the comments).
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Yerba Maté
*Maté, or chimarrão, is a herbal drink made from yerba mate, originally consumed by the indigenous Guaraní people in South America.
Ask your football friends - they’ve definitely seen Messi with it in hand, or even as the drink of team Uruguay and Argentina during Copa America.
Maté’s not just for the athletes though - its caffeine without crash, antioxidant properties, and alleged metabolism boosting properties have slowly made it out of the training room. Summer was all about Club Maté, maté energy drinks, and maté sodas.
Now, the traditional bombilla and mate (gourds) are being exported into more hands. Whether while coding, raving, or just your morning cup of caffeine - maté might be the next big generational obsession (and not just appropriation).
Going grandma
This year is going great for granny hobbies (remember the communal crafting we mentioned in June?). It's now common to see people with yarn in their laps, knitting away everywhere—from public transit to parks, cafes, and even during uni lectures.
Crocheting, in particular, is having a major moment with hashtags like #howtocrochet and #crochetforbeginners skyrocketing.
Makes sense, considering those little paisley print scarves we rocked all summer are about to be swapped for knitted ones.
Word on the streets of Birmingham…
Blank Street Coffee has opened a location here, and people are rushing in for their viral drinks.
Remember the layered drinks virality we mentioned a while back? Well, Blank Street Coffee brews a whole menu of layered flavored matcha drinks. The blueberry matcha one was the viral sensation of the summer, now there’s a banana bread matcha that might feed the autumnal vibe.
No Blank Street near you? No worries, the internet has dupes on dupes on dupes. Monin blueberry syrup sales are going up, and if you’ve gone to IKEA recently there’s a blueberry drink concentrate that might be good.
season you next week