![]() ![]() The monochromatic, beige aesthetics of influencers such as Molly-Mae Hague and Matilda Djerf have earned them millions of young fans (Hague owns a famously beige home and is known for her bland, fast-fashion wardrobe Djerf founded a multimillion-pound clothing brand selling luxury basics), but they are popular precisely because they embody a way of life that is not merely about aesthetics. This pervasive inclination towards dullness is also reflected in young people’s taste in celebrities. Some influencers will even post multiple videos of the same routine in the space of a few weeks knowing it guarantees engagement (one particularly popular TikTok, which advises viewers to read in the morning and burn sage, currently has over 1m views). ![]() Many have been viewed hundreds of thousands of times. By most measures, these activities are plainly boring, but videos of bedtime routines, trips to coffee shops (often Starbucks), or even just lists of “ways to romanticise your life” have become suffocatingly ubiquitous. Your best life will be accessed by taking “ pretty pictures”, wearing matching pyjama sets, cooking dinner at home, working out at 5am, buying flowers, lighting candles, stretching. This mundane view of a perfect life elevates tedious activities to the status of aspirational living. ![]()
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