Irony is already a hallmark of Gen Z’s cultural expression and a coping mechanism honed in the hyper-visibility of the internet. When you’ve grown up always aware that anything you post could become part of a permanent digital footprint, doing something “ironically” offers a kind of social insurance. If it lands poorly, you were never serious. If... See more

Gen X Soft Club as a response to today’s chaos

Why now? Perhaps because overexposure to fast trends, filters, and social media perfection has caused a new kind of aesthetic fatigue . Gen X Soft Club returns as a quiet, empathetic response that speaks of intimacy and vulnerability. It’s not a trend meant to show off, but one meant to rediscover a

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