The Goop-ification of wellness is on the way out (you can thank Gen Z)

It makes sense that norms are shifting in this direction as Gen Z’s influence spreads. Raised on social media, with access to once illicit bad-taste touchstones like Rocky Horror just a click away, they’ve largely replaced IRL subcultures with a constellation of aesthetics—cottagecore, dark academia, Y2K—to be performed, then discarded or demoted t... See more

Related to mental health, young people are exhausted by the internet’s constant connectivity and comparison. Whereas Millennials grew up performing online—curated Insta grids, LinkedIn job announcements (“Some exciting personal news!”), the rise of the personal brand—Gen Zs eschew performance for authenticity. It’s the shift from Kylie Jenner (aspi... See more

In a sense, this is another manifestation of “Power to the People.” While often viewed through the lens of socio-political or -economic strife, this flock toward the excessive and extravagant is a push against another type of commercialized institutionalism:  wellness .

From seductive night luxe, to innocent kidcore, it’s as

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When 90s nightlife icon Chloë Sevigny recently complained about all the Lululemon athleisurewear and public dogwalking taking over New York, what she was on some level protesting against was a certain genre of bourgeois AM wellness culture flooding the streets of her city.

Sevigny’s criticism resonated with a lot of people, because the truth is that... See more