👔 I WOKE UP LIKE THIS

From the frenzy of year-end festivities to the upcoming Lunar New Year period (never known as a stress-free holiday), the signs of emotional wear and tear on the psyche continue as people seek out balance. Fashion has always been a reflection of our own psychology, and our yearning for calm can now be channeled into low-energy dressing. On the surface, this would suggest that on the min-max scale, our appearance to the rest of the world has reverted to Minimum Viable Product as energy levels run empty.

OUR TAKE

The end look, when viewed in isolation, may suggest emotional decline or a complete void of joy and feeling. But the mindset and methodology indicate far more dynamism and self-assuredness than what the name alone might convey. Softer, quieter colors and silhouettes can indicate confidence, an acceptance of identity that is unshackled by a million different details—or a million different algorithms. From our perspective, low-energy dressing and friction-maxxing are both tools for people to take back control from chaotic socio-economic forces and chronic digitization. Completing these small tasks aid the search for equilibrium and connection, and inject a bit more meaning into our lives.

Products and brands still have a part to play in these habits and rituals, but the overarching desire for holistic wellness and belonging is clear. It’s no longer just about correcting a flaw, but creating a healthy approach to everyday life. The increasing global awareness and popularity of Thai beauty (T-beauty) is a result of Thai brands and providers flexing legacy wellness traditions and ingredients as commercial differentiator. Kim Kardashian’s Bangkok clinic playbook goes hand in hand with acclaimed brand Pañpuri. Modern wellness methods intertwine with age-old practices. Even the Chinese government is pouring money into scaling traditional Chinese medicine (TCM) with AI and technology.

The enthusiasm for rituals is especially present as a trend in food, with fashion and beauty brands taking note of the preference for sensory experiences and everyday “guided rituals” as a path to balance. Sensory comfort can also be attained in the form of mini analog tasks such as using punch cards to hit one’s goals, far more satisfying than using the Reminders app and a vehicle for self-expression on social media.

For consumers, the search for meaning remains a constant, and brands should take heed as we head into another heavily commercialized holiday. What sort of evergreen ritual can your brand cultivate?

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’

Scroll to the end of the newsletter for the correct answer!